Global marketing management
著者
書誌事項
Global marketing management
J. Wiley & Sons, c2001
2nd ed
- : cloth
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (inter-national) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation.
目次
GLOBALIZATION. Globalization Imperative. GLOBAL MARKETING ENVIRONMENT. Global Economic Environment. Global Financial Environment. Global Cultural Environment. Political and Legal Environment. DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY. Global Marketing Research. Global Segmentation and Positioning. Global Marketing Strategies. Global Market Entry Strategies. Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces. GLOBAL MARKETING STRATEGY DEVELOPMENT. Global Product Policy Decisions I: Developing New Products for Global Markets. Global Product Policy Decisions I: Marketing Products and Services. Global Pricing. Communicating with the World Customer. Sales Management. Global Logistics and Distribution. Export and Import Management. MANAGING GLOBAL OPERATIONS. Planning, Organization and Control of Global Marketing Operations. Global Marketing and the Internet. Cases. Web Resources WWW.Wiley.Com/College/Kotabe. Indexes. Photo Credits.
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