Skip to main content

Global Marketing Management, 6th Edition

Global Marketing Management, 6th Edition

Masaaki (Mike) Kotabe, Kristiaan Helsen

ISBN: 978-1-118-46648-3

Jan 2014

696 pages

Description

The updated 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.

Related Resources

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

Chapter 11 - Global Product Policy Decisions

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

Cases

Subject Index

Author Index

Company Index

  • New chapter (Ch. 20) on Sustainable Marketing in the Global Marketplace discusses the rise of emerging economies and the added pressure on the worldwide supply of limited resources ranging from food supplies to raw materials, and from water to energy sources.
  • Increased coverage of the complexities of global competition in the first decade of the 21st Century and the rapid pace and at which the changes in the economic and political environments in various parts of the world affect the global economy.
  • Increased coverage on the rapid rise of leading emerging economies in the last 10-15 years and how it has added complexities to the nature of global competition.
  • Updated examples, statistics, and Global Perspectives, end-of-chapter short cases and long cases.
  • 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.