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Global Marketing Management, 7th Edition

December 2016, ©2017
Global Marketing Management, 7th Edition (EHEP003671) cover image

Description

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The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”

Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

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Table of Contents

1 GLOBALIZATION IMPERATIVE 1

2 ECONOMIC ENVIRONMENT 32

3 FINANCIAL ENVIRONMENT 61

4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR 93

5 POLITICAL AND LEGAL ENVIRONMENT 125

6 GLOBAL MARKETING RESEARCH 174

7 GLOBAL SEGMENTATION AND POSITIONING 204

8 GLOBAL MARKETING STRATEGIES 233

9 GLOBAL MARKET ENTRY STRATEGIES 271

10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS 308

11 GLOBAL PRODUCT POLICY DECISIONS II: MARKETING PRODUCTS AND SERVICES 333

12 GLOBAL PRICING 366

13 GLOBAL COMMUNICATION STRATEGIES 391

14 SALES MANAGEMENT 426

15 GLOBAL LOGISTICS AND DISTRIBUTION 457

16 EXPORT AND IMPORT MANAGEMENT 497

17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS 528

18 MARKETING STRATEGIES FOR EMERGING MARKETS 548

19 GLOBAL MARKETING AND THE INTERNET 577

20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE 603

CASES (AVAILABLE AT: WWW.WILEY.COM/COLLEGE/KOTABE)

SUBJECT INDEX 639

NAME INDEX 659

COMPANY INDEX 669

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New To This Edition

  • Thoroughly updated, contemporary examples throughout the book
  • The last few years have seen various uncertainties in the world, caused by the deceleration of the Chinese economy, Greek financial crisis, and wars in the Middle East.  We will expand on how those uncertainties affect global marketing activities.
  • Emphasizes more clearly, wherever necessary, that successful global marketing strategy is a confluence of pursuing economies of scale (in some aspects of the value adding activities) on the supply side and cultural sensitivities on the demand side.  In other words, global marketing is far from selling the same thing the same way around the world.
  • Three chapters on new topics (emerging markets; the internet marketing; and corporate social responsibility).  These topics have become all the more important.  As such, they will be expanded on significantly.
  • A number of new long cases have been added. 
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The Wiley Advantage

  • Over 40 case studies, both long and short, cover a range of global businesses to support the development of global strategic thinking.
  • Stimulating, real-life Discussion and Review Questions listed at the end of each chapter.
  • Authors’ pedagogical orientation embraces useful, well known marketing methods but also sets itself apart through its focus on the following areas: Global Orientation, Cultural Sensitivity, Research Orientation, Interdisciplinary Perspective, Proactive Orientation, Practical Orientation, and Internet Implications.
  • “Global Perspectives” Inserts serve as “Mini-Cases” for class discussion, or as controversial issues that students should be aware of.
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Instructors Resources
Wiley Instructor Companion Site
Instructor's Manual
Offers helpful teaching ideas, advice on course development, sample assignments, learning objectives, lecture outlines, class exercises, lecture notes, chapter reviews, and more!
Test Bank
Test your students' comprehension with this printable, editable digital collection of fill-in-the-blank, multiple-choice, true/false, and free-response questions.
PowerPoint Presentations
Our PowerPoint presentations contain a combination of key concepts allowing you to illustrate important topics with images, figures, and problems from the textbook.
Respondus Computerized Test Bank
Respondus is a powerful tool for creating and managing exams that can be printed to paper or published directly to Blackboard, ANGEL, Brightspace by D2L, Pearson eCollege, Canvas, Moodle, and other learning systems. Exams can be created offline using a familiar Windows environment, or moved from one LMS to another. Whether you are a veteran of online testing or relatively new to it, Respondus will save you hours on each project.
Short Cases with Notes
3-4 page cases with notes
Long Cases with Notes
5-6 page cases with notes.
Web Cases with Notes
Approximately 40 additional cases
Darden Business Cases
Through the Wiley Custom Select website, you can choose from thousands of cases from Darden Business Publishing to create a book with any combination of cases, Wiley textbook chapters and original material.
Digital evaluation copy available for this title
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Students Resources
Wiley Student Companion Site
PowerPoint Presentations
Our PowerPoint presentations contain a combination of key concepts allowing you to illustrate important topics with images, figures, and problems from the textbook.
Short Cases
Long Cases
Web Cases
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Purchase Options
Wiley E-Text   
Global Marketing Management, 7th Edition
ISBN : 978-1-119-29871-7
624 pages
November 2016, ©2017
$64.00   BUY

Paperback   
Global Marketing Management, 7th Edition
ISBN : 978-1-119-29884-7
698 pages
December 2016, ©2017
$186.95   BUY

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