Global Marketing Management / Edition 3

Global Marketing Management / Edition 3

by Masaaki (Mike) Kotabe, Kristiaan Helsen
     
 

ISBN-10: 0471230626

ISBN-13: 9780471230625

Pub. Date: 10/03/2003

Publisher: Wiley

The Global Perspectives, Cases, Videoboxes, Maps, Review Questions, Discussion Questions, Information Sources for Global Marketing Management, Instructor's Manual available.  See more details below

Overview

The Global Perspectives, Cases, Videoboxes, Maps, Review Questions, Discussion Questions, Information Sources for Global Marketing Management, Instructor's Manual available.

Product Details

ISBN-13:
9780471230625
Publisher:
Wiley
Publication date:
10/03/2003
Edition description:
Third
Pages:
732
Product dimensions:
8.72(w) x 11.16(h) x 1.20(d)

Table of Contents

Pt. 1Globalization
1Globalization Imperative1
Pt. 2Global Marketing Environment
2Global Economic Environment29
3Financial Environment59
4Global Cultural Environment and Buying Behavior93
5Political and Legal Environment132
Pt. 3Development of Competitive Marketing Strategy
6Global Marketing Research175
7Global Segmentation and Positioning204
8Global Marketing Strategies231
9Global Market-Entry Strategies264
10Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces297
Pt. 4Global Marketing Strategy Development
11Global Product Policy Decisions I: Developing New Products for Global Markets326
12Global Product Policy Decisions II: Marketing Products and Services352
13Global Pricing386
14Communicating with the World Consumer417
15Sales Management452
16Global Logistics and Distribution480
17Export and Import Management507
Pt. 5Managing Global Operations
18Planning, Organization, and Control of Global Marketing Operations539
19Global Marketing and the Internet562
Cases587
Web Cases
Photo Credits672
Index673

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