Global Marketing Management - Hardcover

Kotabe, Masaaki (Mike); Helsen, Kristiaan

Hardcover

ISBN 10: 0471592889 ISBN 13: 9780471592884

Publisher: John Wiley & Sons, 1998

Synopsis

This text offers a shift to teaching global marketing. Not bound by the traditional bi-lateral (international) view of marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing and present it in a cross-functional approach to the business operation. By offering this interdisciplinary perspective, the book aims to provide the marketeer with a better understanding of how the various functional areas interface with marketing. "Global Marketing" examines and integrates other parts of the company's activities (including taking maximum advantage of global resources), such as: parts procurement, location of assembly, joint ventures, licensing agreements, subsidiary operations, and R&D. These activities exhibit multilateral realism and should be emphasized as such since they affect the firm's strategies on product, pricing, promotion, and distribution.

About this title

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.

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

About this edition

• Publisher: John Wiley & Sons
• Publication date: 1998
• ISBN 10: 0471592889
• ISBN 13: 9780471592884
• Binding: Hardcover
• Number of pages: 740