GLOBAL MARKETING MANAGEMENT

'Global Marketing Management', 4e offers a fundamental paradigm shift in teaching global marketing.Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment.The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing.As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feelthe book is a must have for everyone teaching or researching international and global marketing issues. Marnik Dekimpe Research Professor of Marketing, Tilburg University & Professor of Marketing, Catholic University Leuven.This text has developeda rigorous conceptual orientation and has included contemporary issues confronting the international marketing manager. It has combined research with applications and presented these frameworks in a form that makes it possible for academics to deliver and students to digest. Examples, cases and vignettes span the globe with Europe, Latin America, and Oceania. This is an excellent text. Amal R. Karunaratna, University of Adelaide, Australia.Relevant, timely, scholarly, and enjoyably readable-Kotabe and Helsen is a must for my 'Global Marketing Management' course. The blend of solid research frameworks and comprehensive cases provide a rich forum for class analysis and discussion. The authors deliver far more than other textbooks with provocative discussions of emerging economies, changes in country innovativeness, and global politics. Students enjoy the in-depth discussions of the market strategies of major corporations in countries such as China and India.