Global Marketing Management

ISBN-10: 0470381116
ISBN-13: 9780470381113
Edition: 5th 2010
List price: $202.99
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Description: Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot  More...

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Book details

List price: $202.99
Edition: 5th
Copyright year: 2010
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/14/2009
Binding: Paperback
Pages: 752
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 3.498
Language: English

Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing.

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 and Management at Temple University.nbsp; He currently serves as the Editor of the Journal of International Management.nbsp; 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.nbsp; Dr. Kotabe served as the Vice President of the Academy of International Business in 1997-98.nbsp; In 1998, he was elected a Fellow of the Academy of International Business for his significant contribution to international business research and education. He has written over 100 scholarly publications. His research work has appeared in such journals as the Journal of International Business Studies, Journal of Marketing, Strategic Management, and Academy of Management Journal.

Globalization Imperative
Global Economic Environment
Financial Environment
Global Cultural Environment and Buying Behavior
Global Political and Legal Environment
Global Marketing Research
Global Segmentation and Positioning
Global Marketing Strategies
Global Market Entry Strategies
Global Product Policy Decisions Part 1
Global Product Policy Decisions Part 2
Global Pricing
Communicating with the World Consumer
Sales Management
Global Logistics and Distribution
Export/Import Management
Planning, Organization, and Control of Global Marketing Operations
Marketing in Emerging Markets
Global Marketing and the Internet
Cases
Index

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