Global Marketing ManagementThe 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. |
Contents
GLOBALIZATION | 1 |
GLOBAL MARKETING | 25 |
FINANCIAL ENVIRONMENT | 59 |
Copyright | |
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Advertising Age American Anheuser-Busch Asia Asian brand name Brazil campaign China Chinese Club Med company's competitive competitors consumers corporate costs countertrade cultural currency customers decisions distribution domestic e-commerce economic entry euro Europe European Union example exchange rate Exhibit expatriate export firms foreign markets Gap Inc Germany global brand GLOBAL LOBAL PERSPECTIVE global marketing Global Perspective Herman Miller important increase industry International Business International Marketing Internet investment Japan Japanese joint venture Journal of International launch logistics major Malaysia manufacturing market research market share marketing mix ment million MNCs multinational Nestlé operations percent Procter & Gamble promotion regional retail risk salesforce Sanex segments selling Source Starbucks subsidiaries sumer suppliers target tariffs tion tional transaction U.S. companies U.S. dollar Unilever United Wall Street Journal Website worldwide