Global Marketing Management

Masaaki (Mike) Kotabe, Kristiaan Helsen

• Publisher: Wiley
• Year: 2020
• Print ISBN:
  9781119667162
• Edition: 8
• eBook ISBN:
  9781119672159
• Topic: Business
• Subtopic: Sales
• Index: Business

Global Marketing Management, 8th Australia and New Zealand Edition combines academic rigour, 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 globalisation, 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.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• About the Authors
• Preface
• Acknowledgments
• Chapter 1 Globalization Imperative
• Chapter 2 Economic Environment
• Chapter 3 Financial Environment
• Chapter 4 Global Cultural Environment and Buying Behavior
• Chapter 5 Political and Legal Environment
• Chapter 6 Global Marketing Research
• Chapter 7 Global Segmentation and Positioning
• Chapter 8 Global Marketing Strategies
• Chapter 9 Global Market Entry Strategies
• Chapter 10 Global Product Policy Decisions I: Developing New Products for Global Markets
• Chapter 11 Global Product Policy Decisions II: Marketing Products and Services
• Chapter 12 Global Pricing
• Chapter 13 Global Communication Strategies
• Chapter 14 Sales Management
• Chapter 15 Global Logistics and Distribution
• Chapter 16 Export and Import Management
• Chapter 17 Planning, Organization, and Control of Global Marketing Operations
• Chapter 18 Marketing Strategies for Emerging Markets
• Chapter 19 Global Marketing and the Internet
• Chapter 20 Sustainable Marketing in the Global Marketplace
• Subject Index
• Name Index
• Company Index
• EULA