Global Marketing Management

This text offers a fundamental paradigm shift in teaching global marketing. 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. By offering the interdisciplinary perspective, the marketer has a better understanding of how the various functional areas interface with marketing. Students learn how to market product into all countries and markets including the US and also, appreciate the multisourcing aspects of the business environment.

New to this edition

Expanded and updated issues of the marketing implications resulting from the Asian financial crisis and marketing in Euro-Land.

Incorporated the use of the Internet and e-commerce in all chapters where relevant to examine the way these issues affect the way business is done internationally. For example there is an entire new chapter 19 that looks at the interface between the Internet and international marketing. New and Updated cases appearing in the text and on the book website.

A new section on economic geography emphasizes that world climates as well as geography affect the nature of products and services. This section also highlights sources of competitive advantage arising from various regional characteristics.

Updated statistical information.
New and Updated examples that are relevant to today's issues.

Hallmark features

Strong Author Reputation?These authors bring a perspective of diverse backgrounds, expertise, and experiences from across the Americas, Asia, and Western and Eastern Europe.

Masaaki "Mike" Kotabe holds the Washburn Chair of International Business and Marketing at Temple University. Before recently joining Temple University he was a professor of marketing at the University of Texas at Austin. Professor Kotabe served as the vice president of the Academy of International Business from 1997 to 1998. Dr. Kotabe is the associate editor of the Journal of Internal Business Studies and the co-editor of the Journal of International Management and also serves on the editorial boards of the Journal of International Marketing, the Journal of World Business, the Latin American Economic Abstracts, and the Thunderbird International Business Review. In the recent issue of Journal of Teaching in International Business in 1997, Dr. Kotabe was ranked the most prolific international marketing researcher in the world in the last ten years.

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. Dr. Helsen is on the editorial boards of the International Journal of Research in marketing and the Journal of Marketing.

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. This is a multilateral perspective.

Proactive Orientation?Kotabe and Helsen present a balanced approach between an outside/in and inside/out marketing perspective.

Cultural Sensitivity?Being that there are more similarities than differences across many countries, this book teaches students to balance both scale and sensitivity in order to effectively position products. The authors have extensive experience across the North and South Americas, Asia, and Western and Eastern Europe.

Research Orientation?This orientation reflects the belief that theory is useful tot he extent it helps practices. Kotabe and Helsen attempts to convey sometimes complex theories in everyday languages.

Practical Orientation?The authors emphasize practice. They believe strongly in experiential learning and practical applications. Students understand difficult concepts by seeing them applied in true settings and situations.

Pedagogy

The Global Perspectives are inserts in every chapter designed to highlight some of the hottest global topics that students should be aware of and may actually act on in their career.

Cases that are designed to challenge students with real and current business problems and issues.

NBR Video Cases provide contemporary, yet fundamental, business problems and issues facing the international marketing managers today. These cases my be used effectively as lively "short cases" for class discussions. Maps which provide economic geography of the world. Review Questions which help students test themselves with, and summarize, the facts, concepts, theories, and other chapter materials in their own words.

Discussion Questions help students apply the specific knowledge they learned in each chapter to actual business situations. Designed to serve as mini-cases.Key Terms and Glossaries (New!)

Brief Contents
Part 1: Globalization

Globalization Imperative

Part 2: Global Marketing Environment

Global Economic Environment
Global Financial Environment
Global Cultural Environment
Global Cultural Environment

Part 3: Development of Competitive Marketing Strategy

Global Marketing Research
Global Segmentation and Positioning
Global Marketing Strategies
Global Market Entry Strategies
Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces

Part 4: Global Marketing Strategy Development

Global Product Policy Decisions I: Developing New Products for Global Markets
Global Product Policy Decisions I: Marketing Products and Services
Global Pricing
Communicating with the World Customer
Sales Management
Global Logistics and Distribution
Export and Import Management

Part 5: Managing Global Operations

Planning, Organization and Control of Global Marketing Operations
Global Marketing and the Internet