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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."
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.
Posted June 22, 2001
I am a senior executive at an American company in Colombia. I used it in my executive module along with its Spanish language version. Either one is full of new useful examples I can relate to my work. This book also gives you strong logical explanations that are useful for me to prepare good discussions in the corporate boardroom. I recomend it to every business practitioner, too.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted May 22, 2001
I am a doctoral student and have taught international marketing at a state unversity in the last two years. Of several IM books I examined, Kotabe&Helsen book stands out in the crowd. It is a joy seeing my students enjoy reading this book and learn at lot from it. I, too, learn a lot of insights and useful examples from this textbook. Great!Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.