Global Marketing Management - Hardcover

Kotabe, Masaaki (Mike); Helsen, Kristiaan

3.26

31 ratings by Goodreads

9780471230625: Global Marketing Management

Hardcover

ISBN 10: 0471230626 ISBN 13: 9780471230625

Publisher: Wiley, 2003

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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 (international) 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.
* Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis.
* Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.

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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.

From the Back Cover:

We have been using the Kotabe/Helsen book for our International Marketing course at the undergraduate level, delivered by satellite to 26 ITESM compuses throughout Mexico. This book covers the subjects most clearly and offers the instructors very useful materials, especially the video and the internet exercises on its website, among others. It is truly second to none. -- Dr. Carlos Ruy Martinex, Instituto Technologico y de Estudios Superiores de Monterrey, Mexico (ITESM).

This is an excellent text that goes beyond fulfilling the basic function of facilitating students' understanding of important concepts in global marketing. The additional coverage of global competitive analysis is comprehensive, adding stufents in developing an awareness of the fundamentals and the complexity involved in the development of global marketing strategies. A define bonus can be found in the cases, with their portrayals of well-known global companies marketing their products in different regions. This feature resonates well with the familiarity and knowledge most students posses of these companies. Concurrently, these cases provide an excellent "hands-on" experience for students in marketing products in nations with diverse backgrounds. -- Janet Y. Murray, City University of Hong Kong

The conceptural 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 is 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 sections are a area major strength of the book. It provides unique and novel insights on the strategies of multinational corporation 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 Teegan, The George Washington University

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

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