9781119667186 Kotabe

Global Marketing Management, 8th Edition, Asia Edition – Kotabe


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Product Description

Global Marketing Management, 8th Edition combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world. Designed for students majoring in business, this thoroughly updated eighth edition both describes today’s multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.

Table of Content

Table of Contents
1 Globalization Imperative
2 Economic Environment
3 Financial Environment
4 Global Cultural Environment and Buying Behavior
5 Political and Legal Environment
6 Global Marketing Research
7 Global Segmentation and Positioning
8 Global Marketing Strategies
9 Global Market Entry Strategies
10 Global Product Policy Decisions I: Developing New Products for Global Markets
11 Global Product Policy Decisions II: Marketing Products and Services
12 Global Pricing
13 Global Communication Strategies
14 Sales Management
15 Global Logistics and Distribution
16 Export and Import Management
17 Planning, Organization, and Control of Global Marketing Operations
18 Marketing Strategies for Emerging Markets
19 Global Marketing and the Internet
20 Sustainable Marketing in the Global Marketplace