Skip to Main Content
Global Marketing Management, 6th Edition
book

Global Marketing Management, 6th Edition

by Masaaki Kotabe, Kristiaan Helsen
February 2014
Beginner content levelBeginner
696 pages
34h 21m
English
Wiley
Content preview from Global Marketing Management, 6th Edition

images

imagesHAPTER OVERVIEW

  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

Although the obituaries of numerous dot-com companies were written during the 2001 tech bust, the internet remains a technological marvel for global marketers. The internet has reshaped the global marketplace for international marketers both on the demand and the supply side. The web clearly provides a unique distribution and communication channel to marketers across the globe. It is the ultimate marketplace to buy and to sell goods and services. The challenge for many global multinationals is to wring out the benefits that the web offers. For scores of internet startups that initially focused on their home market, going global can provide an avenue for further growth. Amazon foresees that Europe could ultimately prove to be a better place for doing e-commerce than the United States for two reasons: with Europe's high population density (1) delivery is faster and (2) real estate prices are high in high traffic city areas, leading to a cost advantage to virtual ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Marketing Management: The Big Picture

Marketing Management: The Big Picture

Christie L. Nordhielm, Marta Dapena-Baron
Global Business Strategy, 2nd Edition

Global Business Strategy, 2nd Edition

Dr. Cornelis A. de Kluyver, Dr. John A. Pearce II

Publisher Resources

ISBN: 9781118466483Purchase book