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Global Marketing Management By Masaaki Kotabe

Global Marketing Management by Masaaki Kotabe

Condition - Very Good
$46.99
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Summary

This work aims to help students become effective managers overseeing global marketing activities in an increasingly competitive environment. It emphasizes the multilateral nature of marketing; an approach which also presents marketing in a cross-functional approach to business operation.

Global Marketing Management Summary

Global Marketing Management by Masaaki Kotabe

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 (inter-national) 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.

Table of Contents

GLOBALIZATION. Globalization Imperative. GLOBAL MARKETING ENVIRONMENT. Global Economic Environment. Global Financial Environment. Global Cultural Environment. Political and Legal Environment. DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY. Global Marketing Research. Global Segmentation and Positioning. Global Marketing Strategies. Global Market Entry Strategies. Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces. GLOBAL MARKETING STRATEGY DEVELOPMENT. Global Product Policy Decisions I: Developing New Products for Global Markets. Global Product Policy Decisions I: Marketing Products and Services. Global Pricing. Communicating with the World Customer. Sales Management. Global Logistics and Distribution. Export and Import Management. MANAGING GLOBAL OPERATIONS. Planning, Organization and Control of Global Marketing Operations. Global Marketing and the Internet. Cases. Web Resources WWW.Wiley.Com/College/Kotabe. Indexes. Photo Credits.

Additional information

GOR003476930
9780471372899
0471372897
Global Marketing Management by Masaaki Kotabe
Used - Very Good
Hardback
John Wiley and Sons Ltd
2000-10-17
768
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

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