Global Marketing Management, 6th Edition

Global Marketing Management, 6th Edition

by Masaaki Kotabe, Kristiaan Helsen
Released February 2014
Publisher(s): Wiley
ISBN: 9781118466483

Read it now on the O’Reilly learning platform with a 10-day free trial.

O’Reilly members get unlimited access to books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial

Book description

Get the Global Edge in Marketing "The conceptual framework developed in this book will facilitate an in-depth study of international marketing issues. . well-thought out and structured analysis of several important concepts. A comprehensive set of tools are presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives inserts are a major strength of the book. It provides unique and novel insights on the strategies of multinational corporations in a wide range of situations and countries." - D. Maheswaran, New York University "This text definitely portrays modern teaching concepts in global marketing - much more holistic examination of the marketing function." - Hildy Teegen, The George Washington University "It is truly global, comprehensive, and cross-functional. Extensive coverage of sourcing strategy, GATT/WTO/FTAs, and culture's role across all elements add new dimensions. The increased coverage of segmentation has long been overdue in this field and is well-handled in this text. The work is current, up-to-date, and portrays modern teaching concepts in global marketing. Many of the examples are unique to this text and serve as refreshing changes from the tired war stories that often appear again and again elsewhere." - Scott Swan, The College of William & Mary "The authors' tone and style shall appeal to our students. They write in a clear and comprehensive style. . The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising, technology, retailing, etc. add to the students' learning experience." - K.C. Dhawan, Concordia University/Montreal

Table of contents

  1. Cover Page
  2. Title Page
  3. Dedication
  4. Copyright
  5. About the Authors
  6. Preface
  7. Acknowledgements
  8. Brief Contents
  9. Contents
  10. 1: Globalization Imperative
    1. WHY GLOBAL MARKETING IS IMPERATIVE
    2. GLOBALIZATION OF MARKETS: CONVERGENCE AND DIVERGENCE
    3. EVOLUTION OF GLOBAL MARKETING
    4. SUMMARY
    5. KEY TERMS
    6. REVIEW QUESTIONS
    7. DISCUSSION QUESTIONS
    8. FURTHER READING
    9. APPENDIX: THEORIES OF INTERNATIONAL TRADE AND THE MULTINATIONAL ENTERPRISE
    10. SUMMARY
    11. KEY TERMS
  11. 2: Economic Environment
    1. INTERTWINED WORLD ECONOMY
    2. COUNTRY COMPETITIVENESS
    3. EMERGING ECONOMIES
    4. EVOLUTION OF COOPERATIVE GLOBAL TRADE AGREEMENTS
    5. INFORMATION TECHNOLOGY AND THE CHANGING NATURE OF COMPETITION
    6. REGIONAL ECONOMIC ARRANGEMENTS
    7. MULTINATIONAL CORPORATIONS
    8. SUMMARY
    9. KEY TERMS
    10. REVIEW QUESTIONS
    11. DISCUSSION QUESTIONS
    12. FURTHER READING
  12. 3: Financial Environment
    1. HISTORICAL ROLE OF THE U.S. DOLLAR
    2. DEVELOPMENT OF TODAY'S INTERNATIONAL MONETARY SYSTEM
    3. FOREIGN EXCHANGE AND FOREIGN EXCHANGE RATES
    4. BALANCE OF PAYMENTS
    5. ECONOMIC AND FINANCIAL TURMOIL AROUND THE WORLD
    6. MARKETING IN THE EURO AREA
    7. SUMMARY
    8. KEY TERMS
    9. REVIEW QUESTIONS
    10. DISCUSSION QUESTIONS
    11. FURTHER READING
  13. 4: Global Cultural Environment and Buying Behavior
    1. MEANING OF CULTURE
    2. ELEMENTS OF CULTURE
    3. CROSS-CULTURAL COMPARISONS
    4. ADAPTING TO CULTURES
    5. CULTURE AND THE MARKETING MIX
    6. SUMMARY
    7. KEY TERMS
    8. REVIEW QUESTIONS
    9. DISCUSSION QUESTIONS
    10. FURTHER READING
  14. 5: Political and Legal Environment
    1. POLITICAL ENVIRONMENT—INDIVIDUAL GOVERNMENTS
    2. POLITICAL ENVIRONMENT—SOCIAL PRESSURES AND POLITICAL RISK
    3. TERRORISM AND THE WORLD ECONOMY
    4. INTERNATIONAL AGREEMENTS
    5. INTERNATIONAL LAW AND LOCAL LEGAL ENVIRONMENT
    6. ISSUES TRANSCENDING NATIONAL BOUNDARIES
    7. SUMMARY
    8. KEY TERMS
    9. REVIEW QUESTIONS
    10. DISCUSSION QUESTIONS
    11. FURTHER READING
  15. 6: Global Marketing Research
    1. RESEARCH PROBLEM FORMULATION
    2. SECONDARY GLOBAL MARKETING RESEARCH
    3. PRIMARY GLOBAL MARKETING RESEARCH
    4. LEVERAGING THE INTERNET FOR GLOBAL MARKET RESEARCH STUDIES
    5. MARKET SIZE ASSESSMENT
    6. NEW MARKET INFORMATION TECHNOLOGIES
    7. MANAGING GLOBAL MARKETING RESEARCH
    8. SUMMARY
    9. KEY TERMS
    10. REVIEW QUESTIONS
    11. DISCUSSION QUESTIONS
    12. FURTHER READING
  16. 7: Global Segmentation and Positioning
    1. REASONS FOR INTERNATIONAL MARKET SEGMENTATION
    2. INTERNATIONAL MARKET SEGMENTATION APPROACHES
    3. SEGMENTATION SCENARIOS
    4. BASES FOR INTERNATIONAL MARKET SEGMENTATION
    5. INTERNATIONAL POSITIONING STRATEGIES
    6. GLOBAL, FOREIGN, AND LOCAL CONSUMER CULTURE POSITIONING
    7. SUMMARY
    8. KEY TERMS
    9. REVIEW QUESTIONS
    10. DISCUSSION QUESTIONS
    11. FURTHER READING
    12. APPENDIX
  17. 8: Global Marketing Strategies
    1. INFORMATION TECHNOLOGY AND GLOBAL COMPETITION
    2. GLOBAL STRATEGY
    3. GLOBAL MARKETING STRATEGY
    4. R&D, OPERATIONS, AND MARKETING INTERFACES
    5. REGIONALIZATION OF GLOBAL MARKETING STRATEGY
    6. COMPETITIVE ANALYSIS
    7. SUMMARY
    8. KEY TERMS
    9. REVIEW QUESTIONS
    10. DISCUSSION QUESTIONS
    11. FURTHER READING
  18. 9: Global Market Entry Strategies
    1. COUNTRY SELECTION
    2. SCALE OF ENTRY
    3. CHOOSING THE MODE OF ENTRY
    4. EXPORTING
    5. LICENSING
    6. FRANCHISING
    7. EXPANDING THROUGH JOINT VENTURES AND ALLIANCES
    8. WHOLLY OWNED SUBSIDIARIES
    9. DYNAMICS OF ENTRY STRATEGIES
    10. TIMING OF ENTRY
    11. EXIT STRATEGIES
    12. SUMMARY
    13. KEY TERMS
    14. REVIEW QUESTIONS
    15. DISCUSSION QUESTIONS
    16. FURTHER READING
    17. APPENDIX A
    18. APPENDIX B
  19. 10: Global Product Policy Decisions I: Developing New Products for Global Markets
    1. STANDARDIZATION VERSUS CUSTOMIZATION
    2. MULTINATIONAL DIFFUSION
    3. DEVELOPING NEW PRODUCTS IN THE GLOBAL MARKETPLACE
    4. TRULY GLOBAL PRODUCT DEVELOPMENT
    5. SUMMARY
    6. KEY TERMS
    7. REVIEW QUESTIONS
    8. DISCUSSION QUESTIONS
    9. FURTHER READING
    10. APPENDIX: USING CONJOINT ANALYSIS FOR CONCEPT TESTING IN GLOBAL NEW PRODUCT DEVELOPMENT
  20. 11: Global Product Policy Decisions II: Marketing Products and Services
    1. GLOBAL BRANDING STRATEGIES
    2. MANAGEMENT OF MULTINATIONAL PRODUCT LINES
    3. PRODUCT PIRACY
    4. COUNTRY-OF-ORIGIN (COO) EFFECTS
    5. GLOBAL MARKETING OF SERVICES
    6. SUMMARY
    7. KEY TERMS
    8. REVIEW QUESTIONS
    9. DISCUSSION QUESTIONS
    10. FURTHER READING
  21. 12: Global Pricing
    1. DRIVERS OF FOREIGN MARKET PRICING
    2. MANAGING PRICE ESCALATION
    3. PRICING IN INFLATIONARY ENVIRONMENTS
    4. GLOBAL PRICING AND CURRENCY FLUCTUATIONS
    5. TRANSFER PRICING
    6. GLOBAL PRICING AND ANTIDUMPING REGULATION
    7. PRICE COORDINATION
    8. SUMMARY
    9. KEY TERMS
    10. REVIEW QUESTIONS
    11. DISCUSSION QUESTIONS
    12. FURTHER READING
  22. 13: Global Communication Strategies
    1. GLOBAL ADVERTISING AND CULTURE
    2. SETTING THE GLOBAL ADVERTISING BUDGET
    3. CREATIVE STRATEGY
    4. GLOBAL MEDIA DECISIONS
    5. ADVERTISING REGULATIONS
    6. CHOOSING AN ADVERTISING AGENCY
    7. OTHER COMMUNICATION PLATFORMS
    8. GLOBALLY INTEGRATED MARKETING COMMUNICATIONS (GIMC)
    9. SUMMARY
    10. KEY TERMS
    11. REVIEW QUESTIONS
    12. DISCUSSION QUESTIONS
    13. FURTHER READING
  23. 14: Sales Management
    1. MARKET ENTRY OPTIONS AND SALESFORCE STRATEGY
    2. CULTURAL CONSIDERATIONS
    3. IMPACT OF CULTURE ON SALES MANAGEMENT AND PERSONAL SELLING PROCESS
    4. CROSS-CULTURAL NEGOTIATIONS
    5. EXPATRIATES
    6. SUMMARY
    7. KEY TERMS
    8. REVIEW QUESTIONS
    9. DISCUSSION QUESTIONS
    10. FURTHER READING
  24. 15: Global Logistics and Distribution
    1. DEFINITION OF GLOBAL LOGISTICS
    2. MANAGING PHYSICAL DISTRIBUTION
    3. MANAGING SOURCING STRATEGY
    4. FREE TRADE ZONES
    5. INTERNATIONAL DISTRIBUTION CHANNEL
    6. INTERNATIONAL RETAILING
    7. SUMMARY
    8. KEY TERMS
    9. REVIEW QUESTIONS
    10. DISCUSSION QUESTIONS
    11. FURTHER READING
    12. APPENDIX: MAQUILADORA OPERATION
  25. 16: Export and Import Management
    1. ORGANIZING FOR EXPORTS
    2. INDIRECT EXPORTING
    3. DIRECT EXPORTING
    4. MECHANICS OF EXPORTING
    5. ROLE OF THE GOVERNMENT IN PROMOTING EXPORTS
    6. MANAGING IMPORTS—THE OTHER SIDE OF THE COIN
    7. MECHANICS OF IMPORTING
    8. GRAY MARKETS
    9. SUMMARY
    10. KEY TERMS
    11. REVIEW QUESTIONS
    12. DISCUSSION QUESTIONS
    13. FURTHER READING
  26. 17: Planning, Organization, and Control of Global Marketing Operations
    1. GLOBAL STRATEGIC MARKETING PLANNING
    2. KEY CRITERIA IN GLOBAL ORGANIZATIONAL DESIGN
    3. ORGANIZATIONAL DESIGN OPTIONS
    4. ORGANIZING FOR GLOBAL BRAND MANAGEMENT
    5. LIFE CYCLE OF ORGANIZATIONAL STRUCTURES
    6. CONTROL OF GLOBAL MARKETING EFFORTS
    7. SUMMARY
    8. KEY TERMS
    9. REVIEW QUESTIONS
    10. DISCUSSION QUESTIONS
    11. FURTHER READING
  27. 18: Marketing Strategies for Emerging Markets
    1. EMERGING MARKETS
    2. COMPETING WITH THE NEW CHAMPIONS
    3. TARGETING/POSITIONING STRATEGIES IN EMERGING MARKETS–BOP OR NO BOP?
    4. ENTRY STRATEGIES FOR EMERGING MARKETS
    5. PRODUCT POLICY
    6. PRICING STRATEGY
    7. THE DISTRIBUTION CHALLENGE
    8. COMMUNICATION STRATEGIES FOR EMERGING MARKETS
    9. SUMMARY
    10. KEY TERMS
    11. REVIEW QUESTIONS
    12. DISCUSSION QUESTIONS
    13. FURTHER READING
  28. 19: Global Marketing and the Internet
    1. BARRIERS TO GLOBAL INTERNET MARKETING
    2. GLOBAL INTERNET CONSUMERS
    3. GLOBALLY INTEGRATED VERSUS LOCALLY RESPONSIVE INTERNET MARKETING STRATEGIES
    4. THE INTERNET AND GLOBAL PRODUCT POLICY
    5. GLOBAL PRICING AND THE WEB
    6. GLOBAL DISTRIBUTION STRATEGIES AND THE INTERNET
    7. THE ROLE OF THE INTERNET FOR GLOBAL COMMUNICATION STRATEGIES
    8. SUMMARY
    9. KEY TERMS
    10. REVIEW QUESTIONS
    11. DISCUSSION QUESTIONS
    12. FURTHER READING
  29. 20: Sustainable Marketing in the Global Marketplace
    1. GLOBAL CORPORATE CITIZENSHIP
    2. MAJOR AREAS OF CSR
    3. THE CASE FOR SUSTAINABILITY
    4. CHALLENGES FOR SUSTAINABILITY STRATEGIES
    5. SUSTAINABLE MARKETING AND GLOBAL CONSUMERS
    6. DEVELOPING AND IMPLEMENTING A SUSTAINABLE STRATEGY
    7. GLOBAL STAKEHOLDER ENGAGEMENT PROGRAMS
    8. SUSTAINABLE MARKETING MIX POLICY FOR THE GLOBAL MARKETPLACE
    9. CRISIS MANAGEMENT AND CONSUMER BOYCOTTS
    10. SUMMARY
    11. KEY TERMS
    12. REVIEW QUESTIONS
    13. DISCUSSION QUESTIONS
    14. FURTHER READING
  30. Subject Index
  31. Name Index
  32. Company Index

Product information

  • Title: Global Marketing Management, 6th Edition
  • Author(s): Masaaki Kotabe, Kristiaan Helsen
  • Release date: February 2014
  • Publisher(s): Wiley
  • ISBN: 9781118466483