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Global marketing management / Masaaki Kotabe, Kristiaan Helsen

Main Author Kotabe, Masaaki Coauthor Helsen, Kristiaan Country Estados Unidos. Edition 5th ed., , International student version Publication New York : John Wiley & Sons, cop. 2011 Description XXIII, 717 p., [12] p. est. ; 28 cm ISBN 978-0-470-50574-8 CDU 658.8
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Item type Current location Call number Status Date due Barcode Item holds Course reserves
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - K Checked out 2022-01-19 427510
Monografia Biblioteca Geral da Universidade do Minho
BGUM 658.8 - K Available 427511

Licenciatura em Marketing Marketing Internacional 1º semestre

Licenciatura em Negócios Internacionais Marketing Internacional 2º semestre

Mestrado em Negócios Internacionais Estratégia e Marketing Internacional 1º semestre

Mestrado em Marketing e Estratégia Estratégia e Marketing Internacional 1º semestre

Total holds: 0

Enhanced descriptions from Syndetics:

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 5 th Edition further addresses some peculiar phenomenon being observed in global marketing today . 

Whether they choose to pursue marketing careers, all students 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.  Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

Table of contents provided by Syndetics

  • 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

Author notes provided by Syndetics

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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