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Global Marketing Management

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ISBN-10: 0471592889

ISBN-13: 9780471592884

Edition: 1st 1998

Authors: Masaaki Kotabe, Kristiaan Helsen

List price: $84.95
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Emphasising the multilateral (global) nature of marketing, this book aims to provide the marketeer with a better understanding of how the various functional areas interface with marketing.
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Book details

List price: $84.95
Edition: 1st
Copyright year: 1998
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/23/1998
Binding: Hardcover
Pages: 740
Size: 8.75" wide x 10.75" long x 1.50" tall
Weight: 3.388

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…    

Globalization Imperative
Why Global Marketing is Imperative
Globalization of Markets and Competition
Evolution of Global Marketing
The Impact of Economic Geography and Climate on Global Marketing
The Impact of the Internet on Global Marketing
Global Marketing Environment
Global Economic Environment
Intertwined World Economy
Country Competitiveness
Evolution of Cooperative Global Trade Agreements
U.S. Position in Foreign Direct Investment and Trade
Information Technology and the Changing Nature of Competition
Regional Economic Arrangements
Multinational Corporations
Global Financial Environment
Historical Role of the U.S. Dollar
Development of Today's International Monetary System
Foreign Exchange and Foreign Exchange Rates
Balance of Payments
The Asian Financial Crisis
Marketing in Euro-Land
Global Cultural Environment
Defining Culture
Elements of Culture
Cross-Cultural Comparisons
Adapting to Foreign Cultures
Culture and the Marketing Mix
Organizational Cultures
Cross-Cultural Negotiations
Political and Legal Environment
Political Environment--Individual Governments
Political Environment--Social Pressures and Political Risk
International Agreements
International Law and Local Legal Environment
Issues Transcending National Boundaries
Development of Competitive Marketing Strategy
Global Marketing Research
Research Problem Formulation
Secondary Global Marketing Research
Primary Global Marketing Research
Market Size Assessment
New Market Information Technologies
Managing Global Marketing Research
Global Segmentation and Positioning
Reasons for International Market Segmentation
International Market Segmentation Approaches
Segmentation Scenarios
Bases for Country Segmentation
International Positioning Strategies
Global, Foreign, and Local Consumer Culture Positioning
Global Marketing Strategies
Information Technology and Global Competition
Global Strategy
Global Marketing Strategy
Regionalization of Global Marketing Strategy
Competitive Analysis
Global Market Entry Strategies
Target Market Selection
Choosing the Mode of Entry
Contract Manufacturing
Joint Ventures
Wholly Owned Subsidiaries
Strategic Alliances
Global Sourcing Strategy: RandD, Manufacturing, and Marketing Interfaces
Extent and Complexity of Global Sourcing Strategy
Trends in Global Sourcing Strategy
Value Chain and Functional Interfaces
Procurement: Types of Sourcing Strategy
Costs and Consequences of Global Sourcing
Outsourcing of Service Activities
Global Marketing Strategy Development
Global Product Policy Decisions I: Developing New Products for Global Markets
Global Product Strategies
Standardization Versus Customization
Multinational Diffusion
Developing New Products for Global Markets
Global New Product Development and Culture
Global Product Policy Decisions I: Marketing Products and Services
Global Branding Strategies
Managing Multinational Product Lines
Product Piracy
Country of Origin Stereotypes
Global Marketing of Services
Global Pricing
Drivers of Foreign Market Pricing
Managing Price Escalation
Pricing in Inflationary Environments
Global Pricing and Currency Movements
Transfer Pricing
Global Pricing and Anti-Dumping Regulation
Price Coordination
Pricing Policies and the Euro
Communicating with the World Customer
Global Advertising and Culture
Setting the Global Advertising Budget
Creative Strategy
Global Media Decisions
Advertising Regulations
Choosing an Advertising Agency
Coordinating International Advertising
Other Forms of Communication
Globally Integrated Marketing Communications
Sales Management
Market Entry Options and Sales Force Strategy
Cultural Considerations
Impact of Culture on Sales Management and Personal Selling Process
Global Logistics and Distribution
Definition of Global Logistics
Managing Global Logistics
Free Trade Zones
Maquiladora Operation
U.S. Special Import Tariff Provisions
Global Retailing
Export and Import Management
Organizing for Exports
Indirect Exporting
Direct Exporting
Mechanics of Exporting
Role of the Government in Promoting Exports
Managing Imports--The Other Side of the Coin
Mechanics of Importing
Gray Markets
Managing Global Operations
Planning, Organization and Control of Global Marketing Operations
Global Strategic Marketing Planning
Key Criteria in Global Organizational Design
Organization Design Options
Organizing for Global Brand Management
Lifecycle of Organizational Structures
To Centralize or Decentralize?
Controlling Global Marketing Efforts
Guidelines for Choosing the Right Organization Structure
Global Marketing and the Internet
The Internet and the Global Marketplace
Structural Barriers to Global E-Commerce
Using the Internet for Understanding Global Buyers
Competitive Advantage and Cyberspace
Ramifications of the Internet for Global Marketing Strategies
Web Resources
Online Cases
Subject Index
Author Index
Company Index
Photo Credits