Global Marketing Management, 5th Edition | by Masaaki Kotabe and Kristiaan Helsen | 2010 | ISBN: 9780470381113. Export and Import Management. GLOBAL ACCOUNT MANAGEMENT (GAM). GLOBAL CUSTOMER RELATIONSHIP MANAGEMENT (CRM). PRIMARY GLOBAL MARKETING RESEARCH. Global Logistics and Distribution.

Global Marketing Management, 5th Edition
by Masaaki Kotabe and Kristiaan Helsen
2010 (752 pages)
ISBN:9780470381113
Revealing that the realities of international marketing are more multilateral, this clearly written guide prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment.
Global Marketing Management, 5th Edition
Preface
THREE FUNDAMENTAL ISSUES ADDRESSED IN THE FIFTH EDITION
OUR PEDAGOGICAL ORIENTATION

Chapter 1 – Globalization Imperative
OVERVIEW
WHY GLOBAL MARKETING IS IMPERATIVE
GLOBALIZATION OF MARKETS: CONVERGENCE AND DIVERGENCE
EVOLUTION OF GLOBAL MARKETING
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING
APPENDIX: THEORIES OF INTERNATIONAL TRADE AND THE MULTINATIONAL ENTERPRISE
SUMMARY
KEY TERMS

Chapter 2 – Economic Environment
OVERVIEW
INTERTWINED WORLD ECONOMY
COUNTRY COMPETITIVENESS
EMERGING ECONOMIES
EVOLUTION OF COOPERATIVE GLOBAL TRADE AGREEMENTS
INFORMATION TECHNOLOGY AND THE CHANGING NATURE OF COMPETITION
REGIONAL ECONOMIC ARRANGEMENTS
MULTINATIONAL CORPORATIONS
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING

Chapter 3 – Financial Environment
OVERVIEW
HISTORICAL ROLE OF THE U.S. DOLLAR
DEVELOPMENT OF TODAY’S INTERNATIONAL MONETARY SYSTEM
FOREIGN EXCHANGE AND FOREIGN EXCHANGE RATES
BALANCE OF PAYMENTS
MARKETING IN THE EURO AREA
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING

Chapter 4 – Global Cultural Environment and Buying Behavior
OVERVIEW
DEFINITION OF CULTURE
ELEMENTS OF CULTURE
CROSS-CULTURAL COMPARISONS
ADAPTING TO CULTURES
CULTURE AND THE MARKETING MIX
ORGANIZATIONAL CULTURES
GLOBAL ACCOUNT MANAGEMENT (GAM)
GLOBAL CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING

Chapter 5 – Political and Legal Environment
OVERVIEW
POLITICAL ENVIRONMENT-INDIVIDUAL GOVERNMENTS
POLITICAL ENVIRONMENT—SOCIAL PRESSURES AND POLITICAL RISK
TERRORISM AND THE WORLD ECONOMY
INTERNATIONAL AGREEMENTS
INTERNATIONAL LAW AND LOCAL LEGAL ENVIRONMENT
ISSUES TRANSCENDING NATIONAL BOUNDARIES
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING

Chapter 6 – Global Marketing Research
OVERVIEW
RESEARCH PROBLEM FORMULATION
SECONDARY GLOBAL MARKETING RESEARCH
PRIMARY GLOBAL MARKETING RESEARCH
LEVERAGING THE INTERNET FOR GLOBAL MARKET RESEARCH STUDIES
MARKET SIZE ASSESSMENT
NEW MARKET INFORMATION TECHNOLOGIES
MANAGING GLOBAL MARKETING RESEARCH
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
FURTHER READING

Chapter 7 – Global Segmentation and Positioning
OVERVIEW
REASONS FOR INTERNATIONAL MARKET SEGMENTATION
INTERNATIONAL MARKET SEGMENTATION APPROACHES
SEGMENTATION SCENARIOS
BASES FOR INTERNATIONAL MARKET SEGMENTATION
INTERNATIONAL POSITIONING STRATEGIES
GLOBAL, FOREIGN, AND LOCAL CONSUMER CULTURE POSITIONING
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING
APPENDIX

Chapter 8 – Global Marketing Strategies
OVERVIEW
INFORMATION TECHNOLOGY AND GLOBAL COMPETITION
GLOBAL STRATEGY
GLOBAL MARKETING STRATEGY
R&D, OPERATIONS, AND MARKETING INTERFACES
REGIONALIZATION OF GLOBAL MARKETING STRATEGY
COMPETITIVE ANALYSIS
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
GLOBAL MARKETING THOUGHT: 2001-PRESENT
FURTHER READING

Chapter 9 – Global Market Entry Strategies
OVERVIEW
TARGET MARKET SELECTION
CHOOSING THE MODE OF ENTRY
EXPORTING
LICENSING
FRANCHISING
CONTRACT MANUFACTURING (OUTSOURCING)
EXPANDING THROUGH JOINT VENTURES
WHOLLY OWNED SUBSIDIARIES
STRATEGIC ALLIANCES
TIMING OF ENTRY
EXIT STRATEGIES
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING
APPENDIX

Chapter 10 – Global Product Policy Decisions I—Developing New Products for Global Markets
OVERVIEW
GLOBAL PRODUCT STRATEGIES
STANDARDIZATION VERSUS CUSTOMIZATION
MULTINATIONAL DIFFUSION
DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS
TRULY GLOBAL PRODUCT DEVELOPMENT
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING
APPENDIX: USING CONJOINT ANALYSIS FOR CONCEPT TESTING IN GLOBAL NEW PRODUCT DEVELOPMENT

Chapter 11 – Global Product Policy Decisions II—Marketing Products and Services
OVERVIEW
GLOBAL BRANDING STRATEGIES
MANAGEMENT OF MULTINATIONAL PRODUCT LINES
PRODUCT PIRACY
COUNTRY-OF-ORIGIN (COO) EFFECTS
GLOBAL MARKETING OF SERVICES
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING

Chapter 12 – Global Pricing
OVERVIEW
DRIVERS OF FOREIGN MARKET PRICING
MANAGING PRICE ESCALATION
PRICING IN INFLATIONARY ENVIRONMENTS
GLOBAL PRICING AND CURRENCY FLUCTUATIONS
TRANSFER PRICING
GLOBAL PRICING AND ANTI-DUMPING REGULATION
PRICE COORDINATION
COUNTERTRADE
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING

Chapter 13 – Communicating with the World Consumer
OVERVIEW
GLOBAL ADVERTISING AND CULTURE
SETTING THE GLOBAL ADVERTISING BUDGET
CREATIVE STRATEGY
GLOBAL MEDIA DECISIONS
ADVERTISING REGULATIONS
CHOOSING AN ADVERTISING AGENCY
OTHER MEANS OF COMMUNICATION
GLOBALLY INTEGRATED MARKETING COMMUNICATIONS (GIMC)
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING

Chapter 14 – Sales and Cross-Cultural Management
OVERVIEW
MARKET ENTRY OPTIONS AND SALESFORCE STRATEGY
CULTURAL CONSIDERATIONS
IMPACT OF CULTURE ON SALES MANAGEMENT AND PERSONAL SELLING PROCESS
CROSS-CULTURAL NEGOTIATIONS
EXPATRIATES
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING

Chapter 15 – Global Logistics and Distribution
OVERVIEW
DEFINITION OF GLOBAL LOGISTICS
MANAGING PHYSICAL DISTRIBUTION
MANAGING SOURCING STRATEGY
FREE TRADE ZONES
INTERNATIONAL DISTRIBUTION CHANNEL
INTERNATIONAL RETAILING
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING
APPENDIX: MAQUILADORA OPERATION

Chapter 16 – Export and Import Management
OVERVIEW
ORGANIZING FOR EXPORTS
INDIRECT EXPORTING
DIRECT EXPORTING
MECHANICS OF EXPORTING
ROLE OF THE GOVERNMENT IN PROMOTING EXPORTS
MANAGING IMPORTS-THE OTHER SIDE OF THE COIN
MECHANICS OF IMPORTING
GRAY MARKETS
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READING

Chapter 17 – Planning, Organization, and Control of Global Marketing Operations
OVERVIEW
GLOBAL STRATEGIC MARKETING PLANNING
KEY CRITERIA IN GLOBAL ORGANIZATIONAL DESIGN
ORGANIZATIONAL DESIGN OPTIONS
ORGANIZING FOR GLOBAL BRAND MANAGEMENT
LIFE CYCLE OF ORGANIZATIONAL STRUCTURES
CONTROL OF GLOBAL MARKETING EFFORTS
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING

Chapter 18 – Marketing Strategies for Emerging Markets
OVERVIEW
EMERGING MARKETS
COMPETING WITH THE NEW CHAMPIONS
TARGETING/POSITIONING STRATEGIES IN EMERGING MARKETS-BOP OR NO BOP?
ENTRY STRATEGIES FOR EMERGING MARKETS
PRODUCT POLICY
PRICING STRATEGY
THE DISTRIBUTION CHALLENGE
COMMUNICATION STRATEGIES FOR EMERGING MARKETS
SUMMARY
KEY TERMS
REVIEW QUESTIONS
SHORT CASES
FURTHER READING

Chapter 19 – Global Marketing and the Internet
OVERVIEW
BARRIERS TO GLOBAL INTERNET MARKETING
COMPETITIVE ADVANTAGE AND CYBERSPACE
GLOBAL INTERNET CONSUMERS
GLOBALLY INTEGRATED VERSUS LOCALLY RESPONSIVE INTERNET MARKETING STRATEGIES
THE INTERNET AND GLOBAL PRODUCT POLICY
GLOBAL PRICING AND THE WEB
GLOBAL DISTRIBUTION STRATEGIES AND THE INTERNET
THE ROLE OF THE INTERNET FOR GLOBAL COMMUNICATION STRATEGIES
SUMMARY
KEY TERMS
REVIEW QUESTIONS
DISCUSSION QUESTIONS
SHORT CASES
FURTHER READINGS

Cases
CASE 1
CASE 2
CASE 3
CASE 4
CASE 5
CASE 6

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