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Global Marketing Management / Edition 5

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Overview

Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment.  The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”  The 5th Edition further addresses some peculiar phenomenon being observed in global marketing today

Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal.  Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

"...presents a detailed look at two important events that affect global marketers--the Asian financial crisis and the introduction of the Euro in the EU...closely examines these events, their impact, and the marketing implications."

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Editorial Reviews

Booknews
This text prepares students to become effective managers overseeing global marketing activities, or to work with marketing people for corporate goals. There are sections on globalization, the global marketing environment, competitive marketing strategy, global marketing strategy, and managing global operations. Material is written from an interdisciplinary perspective, with orientations towards cultural sensitivity, research, and practice. This second edition contains a new chapter on the Internet and international marketing, and adds new cases. Kotabe is chair of international business and marketing, and director of research at the Institute in Global Management Studies at Temple University. Helsen teaches marketing at the Hong Kong University of Science and Technology. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780470381113
  • Publisher: Wiley
  • Publication date: 1/7/2010
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 752
  • Product dimensions: 8.50 (w) x 10.90 (h) x 1.10 (d)

Meet the Author

Masaaki "Mike" Kotabe holds the Washburn chair Professorship in International Business and Marketing, and is Director of research at the Institute of Global Management Studies at the Fox School of Business at Temple University. Prior to joining Temple University in 1998, he was Ambassador Edward Clark centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr. Kotabe also served as Vice President of the Academy of International Business in the 1997-1998 term. He received his Ph.D. in Marketing and International Business at Michigan State University. Dr. Kotabe teaches international marketing, global sourcing strategy (R&D, manufacturing, and marketing interfaces) and Asian business practices at the undergraduate and MBA levels, and teaches theories of international business at the Ph.D. level. He has lectured widely at various business schools around the world, including Austria, Brazil, China, Colombia, Finland, Germany, Indonesia, Japan, Korea, Mexico, Norway, Sweden, and Turkey. For his research, he has worked closely with leading companies such as AT&T, Kohler, NEC, Nissan, Philips, Sony, and Seven &  I Holdings (parent of 7-Eleven stores), and served as advisor to the United Nations' and World Trade Organization's Executive Forum on National Export Strategies.

Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and China Europe International Business School (CEIBS) in Shanghai, China. Dr. Helsen received his Ph.D. in Marketing at the Wharton School of the University of Pennsylvania.

His research areas include promotional strategy, competitive strategy, and hazard-rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing research, and European Journal of Operations Research, among others. Dr. Helsen is on the editorial board of the International Journal of Research in Marketing. 

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Table of Contents

1 Globalization Imperative.

2 Economic Environment.

3 Financial Environment.

4 Global Cultural Environment and Buying Behavior.

5 Political and Legal Environment.

6 Global Marketing Research.

7 Global Segmentation and Positioning.

8 Global Marketing Strategies.

9 Global Market Entry Strategies.

10 Global Product Policy Decisions I: Developing New Products for Global Markets.

11 Global Product Policy Decisions II: Marketing Products and Services.

12 Global Pricing.

13 Communicating With the World Consumer.

14 Sales and Cross-Cultural Management.

15 Global Logistics and Distribution.

16 Export and Import Management.

17 Planning, Organization, and Control of Global Marketing Operations.

18 Marketing Strategies for Emerging Markets.

19 Global Marketing and the Internet.

Cases.

Subject Index.

Author Index.

Company Index.

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