Global Marketing Management, 8th Edition - Softcover

Kotabe, Masaaki (Mike); Helsen, Kristiaan

Softcover

ISBN 10: 1119563119 ISBN 13: 9781119563112

Publisher: Wiley, 2021

Synopsis

Global Marketing Management, 8^th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.

Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

Edition details

• Publisher: Wiley
• Publication date: 2021
• Language: English
• ISBN 10: 1119563119
• ISBN 13: 9781119563112
• Binding: Paperback
• Number of pages: 768