Global Marketing Management, 7th Edition

Book Description

The 7th Edition of Global Marketing  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 majors, the text encourages students to learn how marketing managers work across functions for effective corporate 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.

Table of Contents

Chapter 1 Globalization Imperative
Chapter 2 Economic Environment
Chapter 3 Financial Environment
Chapter 4 Global Cultural Environment and Buying
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 I: Developing New Products for Global Markets
Chapter 11 Global Product Policy Decisions II: Marketing Products and Services
Chapter 12 Global Pricing
Chapter 13 Global Communication Strategies
Chapter 14 Management
Chapter 15 Global Logistics and
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

Book Details

  • Title: Global Marketing Management, 7th Edition
  • Author: ,
  • Length: 700 pages
  • Edition: 1
  • Language: English
  • Publisher:
  • Publication Date: 2016-12-01
  • ISBN-10: B01NCOW7MS
  • ISBN-13: 9781119298847
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