Global Marketing Management Update 2000 (Hardcover)

~ (Author), Kristiaan Helsen (Author)

Editorial Reviews

Product Description

The ultimate objective of this book is to help you prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. This book is the first to offer a true global, as opposed to multinational perspective on marketing. This global approach also presents marketing in a cross functional approach to the business operation. This edition addresses the reaction to the recent 1998 Asian financial crisis and how these dramatic changes and their effect on the rest of our global economy. Also, based on European countries trying to create a unified European economy, the prominent event of the introduction of a common European currency, the Euro, on January 1, 1999 has impact world wide. Issues surrounding these events are covered at length.

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.

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Product Details

• Hardcover: 711 pages
• Publisher: John Wiley & Sons; 2000 edition (May 1999)
• Language: English
• ISBN-10: 0471353906
• ISBN-13: 978-0471353904
• Product Dimensions: 10.4 x 8.4 x 1.4 inches
• Shipping Weight: 3.5 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (12 customer reviews)
• Amazon.com Sales Rank: #4,318,552 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

10 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 6 people found the following review helpful:

5.0 out of 5 stars The best international marketing book ever, July 28, 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!

5 of 5 people found the following review helpful:

5.0 out of 5 stars A thought-provoking book, March 8, 2004

By A Customer

This review is from: Global Marketing Management (Hardcover)

Kotabe/Helsen team has really set the standard for the international marketing textbook market. I have read three other similar textbooks, but there is no other book measuring up to this one. They offer an excellent analysis of market converging and diverging forces adding to the complexities of global marketing and how to cope with them. Although I am not an academic, this book provides great conceptual foundations so useful for me to use in preparing my own presentations to the executive board at my company. They have plenty of excellent, well thought-out real-life examples, and those examples are so well built in along with conceptual frameworks that I come away with a lot of useful, and more importantly, usable knowledge.