Global Marketing Management, 5th edition

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Book Description Publication Date: January 7, 2010 | ISBN-10: 0470381116 | ISBN-13: 978-0470381113 | Edition: 5 Global Marketing Management prepares students to become effective managers overseeing global marketing activit...
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Book Description

Publication Date: January 7, 2010 | ISBN-10: 0470381116 | ISBN-13: 978-0470381113 | Edition: 5
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.

 

Editorial Reviews

From the Publisher

This book will help prepare readers for the 21st Century by becoming effective managers overseeing global marketing activities in an increasingly competitive environment. It is the first book to offer a truly global, as opposed to multinational, perspective on marketing. --This text refers to an out of print or unavailable edition of this title.
 

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 --This text refers to an out of print or unavailable edition of this title.

 

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