- Hardcover: 732 pages
- Publisher: Wiley; 3 edition (Oct 23 2003)
- Language: English
- ISBN-10: 0471230626
- ISBN-13: 978-0471230625
- Product Dimensions: 28.7 x 22.1 x 3.3 cm
- Shipping Weight: 1.8 Kg
- Average Customer Review: 5.0 out of 5 stars See all reviews (11 customer reviews)
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Amazon Bestsellers Rank:
#384,386 in Books (See Top 100 in Books)
- #19 in Books > Business & Investing > Marketing & Sales > Marketing > Product Management
- #19 in Books > Professional & Technical > Business Management > Marketing & Sales > Marketing > Product Management
- #49 in Books > Business & Investing > International > Global Marketing
- See Complete Table of Contents
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Product Description
Book Description
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.
* 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.
From the Publisher
This book will help prepare readers for the 21st Century by becoming effective managers overseeing global marketing activities in an increasingly competitive environment. It is the first book to offer a truly global, as opposed to multinational, perspective on marketing.
--This text refers to an out of print or unavailable edition of this title.
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Customer Reviews
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Most helpful customer reviews
5.0 out of 5 stars
A thought-provoking book,
By A Customer
This review is from: Global Marketing Management (Hardcover)
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.
5.0 out of 5 stars
A modern, analytical textbook on global marketing,
By
This review is from: Global Marketing Management, 2nd Edition (Hardcover)
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.
5.0 out of 5 stars
A very comprehensive yet user-friendly book,
By A Customer
This review is from: Global Marketing Management, 2nd Edition (Hardcover)
I am a doctoral student and have taught international marketing at a state university for a couple of years so far. Among several books I examined, Kotabe&Helsen book stands out in the crowd. It is a joy seeing my students actually enjoy reading the book and learn from it. This book is full of useful insights and timely examples. It is a must reading if you want to be a true professional in the international marketing area. Great!
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