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Global Marketing Managemet 5/e

作者：Masaaki Kotabe, Kristiaan Helsen
原價：NT$ 1,320

ISBN：9780470505748
版次：5
年份：2010
出版商：John Wiley

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Description
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 clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” The new 5th edition adds further to its comprehensive global treatment by addressing some peculiar phenomenon being observed in global marketing today. Whether students choose to pursue marketing careers, they will learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal. This text brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

New to This Edition

Every chapter has been thoroughly updated! A significant focus has been placed on how economic and financial environments have drastically worsened on a global scale.

BRAND NEW chapter on Emerging Markets!

Greater recognition of the effect of terrorism on the global economy and global marketing, particularly since it fundamentally affects the nature and cost of doing business abroad.

Integration of global sourcing into the global marketing strategy (Ch 8) and the logistics and distribution chapter (Ch 15) for a smoother flow.

NEW section on the timing of entry and a section on exit strategies.

MORE extensive coverage of international retailing

Two new customer management practices: Global Account Management and Global Customer Relationship Management. Also covered is the very latest on cultural value systems, including an elaborate discussion of GLOBE.

The Communication chapter has been expanded considerably by covering 21st century forms of communications (viral marketing, mobile marketing, product placement).

Expanded coverage of non-advertising communication modes in Ch 13: Communicating with the World Consumer

Market segmentation and positioning are stressed as the two most important aspects of marketing management in Ch 7: Global Segmentation and Positioning.

Significant discussions on logistical management and an enhanced section on International Retailing.

Topics on the internet and IT are discussed where relevant throughout the entire book, and the Internet chapter provides a final wrap-up.

Table of Contents
1. Globalization.
2. Global Economic Environment.
3. Financial Environment.
4. Cultural Issues and Buying Behavior.
5. Political / Legal Environment.
6. Global Marketing Research.
7. Global Segmentation and Positioning.
8. Global Marketing Strategies.
9. Global Market Entry Modes.
10. Global Product Development.
11. Marketing Products and Services.
12. Global Pricing.
13. Communicating with the World Consumer.
14. Sales Management.
15. Global Logistics and Distribution.
16. Export/Import Management.
17. Planning, Organization and Control of Global Marketing Operations.
18. Marketing in Emerging Markets.
19. Global Marketing and the Internet.

Masaaki "Mike" Kotabe holds the Washburn chair Professorship in International Business and Marketing, and is Director of research at the Institute of Global Management Studies at the Fox School of Business at Temple University. Prior to joining Temple University in 1998, he was Ambassador Edward Clark centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr. Kotabe also served as Vice President of the Academy of International Business in the 1997-1998 term. He received his Ph.D. in Marketing and International Business at Michigan State University. Dr. Kotabe teaches international marketing, global sourcing strategy (R&D, manufacturing, and marketing interfaces) and Asian business practices at the undergraduate and MBA levels, and teaches theories of international business at the Ph.D. level. He has lectured widely at various business schools around the world, including Austria, Brazil, China, Colombia, Finland, Germany, Indonesia, Japan, Korea, Mexico, Norway, Sweden, and Turkey. For his research, he has worked closely with leading companies such as AT&T, Kohler, NEC, Nissan, Philips, Sony, and Seven & I Holdings (parent of 7-Eleven stores), and served as advisor to the United Nations' and World Trade Organization's Executive Forum on National Export Strategies.

Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and China Europe International Business School (CEIBS) in Shanghai, China. Dr. Helsen received his Ph.D. in Marketing at the Wharton School of the University of Pennsylvania.

His research areas include promotional strategy, competitive strategy, and hazard-rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing research, and European Journal of Operations Research, among others. Dr. Helsen is on the editorial board of the International Journal of Research in Marketing.

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