Global Marketing Management - Hardcover

Kotabe, Masaaki (Mike); Helsen, Kristiaan

Hardcover

ISBN 10: 0471372897 ISBN 13: 9780471372899

Publisher: John Wiley & Sons, 2000

Synopsis

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.

About this title

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

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. Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and China Europe International Business School (CEIBS) in Shanghai, China. Dr. Helsen received his Ph.D. in Marketing at the Wharton School of the University of Pennsylvania. His research areas include promotional strategy, competitive strategy, and hazard-rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing research, and European Journal of Operations Research, among others. Dr. Helsen is on the editorial board of the International Journal of Research in Marketing.

About this edition

• Publisher: John Wiley & Sons
• Publication date: 2000
• ISBN 10: 0471372897
• ISBN 13: 9780471372899
• Binding: Hardcover
• Edition number: 2
• Number of pages: 768