Masaaki Kotabe Boeken

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 5th 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.

Global Marketing Management, 4e presents a paradigm shift in teaching global marketing by emphasizing its multilateral nature rather than a traditional bilateral view. The book equips readers to effectively manage global marketing activities in a competitive environment, offering an interdisciplinary perspective that highlights the interplay between marketing and various functional areas. The authors successfully integrate recent business developments, managerial relevance, and academic insights, making it essential for those teaching or researching international marketing. The text combines rigorous conceptual orientation with contemporary issues faced by international marketing managers, presenting frameworks that are accessible to both academics and students. With examples and cases from Europe, Latin America, and Oceania, it serves as an excellent resource. The authors provide a blend of solid research frameworks and comprehensive cases, enriching class discussions on emerging economies and global politics. Additionally, the book maintains a global approach, discussing Big Emerging Markets (BEMs) and recent marketing developments like CRM and E-Commerce. As global business structures evolve, this text addresses the sophisticated challenges marketing graduates will encounter, enhancing their learning experience. Professors appreciate its well-structured content, making it valuable for students across marketing, internati