Global marketing managers

Volume: 30, Issue: 1, Pages: 21 - 41
Published: Feb 15, 2013
Abstract
Purpose Although a great deal of research has focused on global marketing strategy development and implementation, little research has focused on the global marketing managers charged with the responsibilities of developing and implementing such strategy. The aim of this paper is to develop a model that identifies a set of soft skills that have the ability to increase the effectiveness of global marketing managers in making the tactical...
Paper Details
Title
Global marketing managers
Published Date
Feb 15, 2013
Volume
30
Issue
1
Pages
21 - 41
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