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.
"I find the writing very engaging, as it is replete with captivating examples of a wide variety of products from across the globe, not merely a handful from the same countries over and over... The book is very engaging and perfectly written for either undergrads or MBA students. New terms are always carefully explained." -- Chip Miller, Drake University (Des Moines, IA)
"The reason why I have not switched books over the years in spite of overtures from competitors is because I consider this book to be among the best.... in my estimation very well written. The material is appropriately covered in them and the examples/global perspectives are right on point. Up to date tables, pictures and charts provided are very useful resources. The post chapter exercises and cases are suitable for either undergraduate or graduate students... The fact is that this textbook is an outstanding piece of work." -- Justin Peart, St. Thomas University (Miami, FL)
"I enjoy the authors' approach to using examples from all corners of the globe. Many texts are too subjective to the home country, and this hinders the overall teaching of global thinking and decision making." -- Angela Kinworthy, Columbia College (Columbia, MO)
"I find the writing very engaging, as it is replete with captivating examples of a wide variety of products from across the globe, not merely a handful from the same countries over and over... The book is very engaging and perfectly written for either undergrads or MBA students. New terms are always carefully explained." - Chip Miller, Drake University (Des Moines, IA) "The reason why I have not switched books over the years in spite of overtures from competitors is because I consider this book to be among the best.... in my estimation very well written. The material is appropriately covered in them and the examples/global perspectives are right on point. Up to date tables, pictures and charts provided are very useful resources. The post chapter exercises and cases are suitable for either undergraduate or graduate students... The fact is that this textbook is an outstanding piece of work." - Justin Peart, St. Thomas University (Miami, FL) "I enjoy the authors' approach to using examples from all corners of the globe. Many texts are too subjective to the home country, and this hinders the overall teaching of global thinking and decision making." - Angela Kinworthy, Columbia College (Columbia, MO)
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.
Inhaltsangabe
1. Globalization
2. Global Economic Environment
3. Financial Environment
4. Cultural Issues and Buying Behavior
5. Political / Legal Environment
6. Global Marketing Research
7. Global Segmentation and Positioning
8. Global Marketing Strategies
9. Global Market Entry Modes
10. Global Product Development
11. Marketing Products and Services
12. Global Pricing
13. Communicating with the World Consumer
14. Sales Management
15. Global Logistics and Distribution
16. Export/Import Management
17. Planning, Organization and Control of Global Marketing Operations
