Global Marketing Management 5e

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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 5^th 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.

From the Back Cover

Get the Global Edge in Marketing

"The conceptual framework developed in this book will facilitate an in–depth study of international marketing issues...well–thought out and structured analysis of several important concepts. A comprehensive set of tools are presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives inserts are a major strength of the book. It provides unique and novel insights on the strategies of multinational corporations in a wide range of situations and countries." D. Maheswaran, New York University.

"This text definitely portrays modern teaching concepts in global marketing – much more holistic examination of the marketing function." Hildy Teegen, The George Washington University

"It is truly global, comprehensive, and cross–functional. Extensive coverage of sourcing strategy, GATT/WTO/FTAs, and culture’s role across all elements add new dimensions. The increased coverage of segmentation has long been overdue in this field and is well–handled in this text. The work is current, up–to–date, and portrays modern teaching concepts in global marketing. Many of the examples are unique to this text and serve as refreshing changes from the tired war stories that often appear again and again elsewhere." Scott Swan, The College of William & Mary

"The authors’ tone and style shall appeal to our students. They write in a clear and comprehensive style.... The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising, technology, retailing, etc. add to the students’ learning experience." K.C. Dhawan, Concordia University/Montreal

About 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.

ISBN : 9780470505748, Author : Kotabe, Publisher : Wiley - 2011, Dimensions : 27.8 x 21.4 x 2.8 cm, Paperback : 744 pages

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