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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."
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.