Global marketing management
著者
書誌事項
Global marketing management
J. Wiley, c2008
4th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
'"Global Marketing Management, 4e" offers a fundamental paradigm shift in teaching global marketing. Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment. The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing. As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feel the book is a must have for everyone teaching or researching international and global marketing issues' - Marnik Dekimpe, Research Professor of Marketing, Tilburg University & Professor of Marketing, Catholic University Leuven. 'This text has developed a rigorous conceptual orientation and has included contemporary issues confronting the international marketing manager.
It has combined research with applications and presented these frameworks in a form that makes it possible for academics to deliver and students to digest. Examples, cases and vignettes span the globe with Europe, Latin America, and Oceania. This is an excellent text' - Amal R. Karunaratna, University of Adelaide, Australia. 'Relevant, timely, scholarly, and enjoyably readable-Kotabe and Helsen is a must for my Global Marketing Management course. The blend of solid research frameworks and comprehensive cases provide a rich forum for class analysis and discussion. The authors deliver far more than other textbooks with provocative discussions of emerging economies, changes in country innovativeness, and global politics. Students enjoy the in-depth discussions of the market strategies of major corporations in countries such as China and India. The text is always up-to-date and is supported by an excellent instructor web site. I have used all earlier editions and will continue to recommend this text for its lively and interesting coverage' - Carol Kaufman-Scarborough, Rutgers University. 'I like the Kotabe and Helsen book very much!
Their book really has a global approach in which the concepts, examples and cases being discussed are from many different countries-a very positive aspect because many other textbooks I have read are somewhat regionally biased. Kotabe and Helsen discuss Big Emerging Markets (BEMs) throughout the text, and their discourse is very useful to international marketing decision makers for both developed and developing countries. The book is very up-to-date with discussion of the most recent developments in marketing (i.e. CRM, E-Commerce, etc) as applied to the international arena. These are some of the reasons we continue to use the Kotabe and Helsen book as our text in our International Marketing course' - Carlos Ruy Martinez, Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico (ITESM). 'As global business structures change, the demands in our classrooms change with them. Kotabe and Helsen enables us to address the increasingly sophisticated business problems that will face our marketing graduates.
By integrating real world experiences, leading edge research, and contemporary cases, this text will significantly enhance the learning experience of future global marketing managers' - Matthew B. Myers, University of Tennessee-Knoxville. 'Professors Kotabe and Helsen have done a superb job in putting together materials from across various disciplines including marketing, economics, and trade. It is a well-structured text book, useful for students in marketing, international business as well as economics. I highly recommend it' -Shi Zhang, University of California-Los Angeles.
目次
1. Globalization Imperative. 2. Economic Environment. 3. Financial Environment. 4. Global Cultural Environment and Buyer Behavior. 5. Political and Legal Environments. 6. Global Marketing Research. 7. Global Segmentation and Positioning. 8. Global Marketing Strategies. 9. Global Market Entry Strategies. 10. Global Sourcing Strategy. 11. Global Product Policy Decisions I: Developing New Products for Global Markets. 12. Global Product Policy Decisions II: Marketing Products and Services. 13. Global Pricing. 14. Communicating with the World Consumer. 15. Sales Management. 16. Global Logistics and Distribution. 17. Export and Import Management. 18. Planning, Organization, and Control of Global Marketing Operations. 19. Global Marketing and the Internet. Cases. Index.
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