Global Marketing Management
eBook - PDF

Global Marketing Management

  1. 768 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Global Marketing Management

About this book

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.

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Yes, you can access Global Marketing Management by Masaaki (Mike) Kotabe,Kristiaan Helsen in PDF and/or ePUB format, as well as other popular books in Business & Sales. We have over one million books available in our catalogue for you to explore.

Information

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

Table of contents

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