Global Marketing Management

By Masaaki Kotabe and Kristiaan Helsen

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0471230626
• ISBN13: 9780471230625
• Release Date: November 2003
• Publisher: Wiley
• Length: 732 Pages
• Weight: 3.96 lbs.
• Dimensions: 11.2" x 1.2" x 8.7"

Customer Reviews

A thought-provoking book

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.

A modern, analytical textbook on global marketing

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.

The authors responding promptly to changes in world econ

I adopted this Update edition for my classes. The Update provides a thought-provoking, thorough, and insightful chapter on the implications of the Asian financial crisis and marketing in the Euro-land. The topics are exactly what students are craving for right now. A great book.

The best international marketing book ever

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!

The best international/global marketing textbook I ever used

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