Global Marketing Management [Hardcover]

Masaaki (Mike) Kotabe (Author), Kristiaan Helsen (Author)

Book Description

Publication Date: November 6, 2003 | ISBN-10: 0471230626 | ISBN-13: 978-0471230625 | Edition: 3

The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (international) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation.
* Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis.
* Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.

Editorial Reviews

From the Publisher

This book will help prepare readers for the 21st Century by becoming effective managers overseeing global marketing activities in an increasingly competitive environment. It is the first book to offer a truly global, as opposed to multinational, perspective on marketing. --This text refers to an out of print or unavailable edition of this title.

From the Back Cover

Get the Global Edge in Marketing
"The conceptual framework developed in this book will facilitate an in-depth study of international marketing issues...well-thought out and structured analysis of several important concepts. A comprehensive set of tools are presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives inserts are a major strength of the book. It provides unique and novel insights on the strategies of multinational corporations in a wide range of situations and countries." ? D. Maheswaran, New York University.

"This text definitely portrays modern teaching concepts in global marketing - much more holistic examination of the marketing function." ? Hildy Teegen, The George Washington University

"It is truly global, comprehensive, and cross-functional. Extensive coverage of sourcing strategy, GATT/WTO/FTAs, and culture?s role across all elements add new dimensions. The increased coverage of segmentation has long been overdue in this field and is well-handled in this text. The work is current, up-to-date, and portrays modern teaching concepts in global marketing. Many of the examples are unique to this text and serve as refreshing changes from the tired war stories that often appear again and again elsewhere." ? Scott Swan, The College of William & Mary

"The authors? tone and style shall appeal to our students. They write in a clear and comprehensive style.... The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising, technology, retailing, etc. add to the students? learning experience." ? K.C. Dhawan, Concordia University/Montreal --This text refers to an out of print or unavailable edition of this title.

See all Editorial Reviews

Product Details

• Hardcover: 732 pages
• Publisher: Wiley; 3 edition (November 6, 2003)
• Language: English
• ISBN-10: 0471230626
• ISBN-13: 978-0471230625
• Product Dimensions: 11.3 x 8.7 x 1.3 inches
• Shipping Weight: 4 pounds
• Average Customer Review: 4.6 out of 5 stars  See all reviews (19 customer reviews)
• Amazon Best Sellers Rank: #1,283,458 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 11 people found the following review helpful:

5.0 out of 5 stars A modern, analytical textbook on global marketing, January 26, 2002

By 

M. Beise-Zee "Rian" (Bangkok) - See all my reviews
(REAL NAME)   

This review is from: Global Marketing Management (Hardcover)

I teach Global marketing and I think this textbook is the best. It is not full of anecdotal stories about global marketer's failures or successes but very analytical with straightforward methods students can try out. The cases are excellent and support the theorical lectures very good. From my experience with the research literature it is state of the art.

6 of 7 people found the following review helpful:

5.0 out of 5 stars The best international marketing book ever, July 27, 1999

By A Customer

This review is from: Global Marketing Management (Hardcover)

I used this book in my class at a leading school in Korea. Not only was I able to improve my teaching skills ("how" to deliver "what" topics in class) but also my students loved it so much. I also used it in my executive training with a huge success. This textbook is probably the most comprehensive one that is highly appealing to students and executive audience as well as the most academically sound. Examples in the book are superb in addressing various points. A great book!

6 of 7 people found the following review helpful:

5.0 out of 5 stars The best international/global marketing textbook I ever used, March 14, 1999

By A Customer

This review is from: Global Marketing Management (Hardcover)

I am so happy that I used Kotabe/Helsen book in my class. Not only my students but also I learned a lot of new ideas and great examples to drive home many important concepts. Philip Kotler also uses Kotabe/Helsen. It is an ultimate testimonial to the quality of this book. A good job and keep up with your excellent work. JT