Global Marketing Management, 7th Edition

The 7th Edition of 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 concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”

Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.

Table of Contents

Chapter 1 Globalization Imperative
Chapter 2 Economic Environment
Chapter 3 Financial Environment
Chapter 4 Global Cultural Environment and Buying Behavior
Chapter 5 Political and Legal Environment
Chapter 6 Global Marketing Research
Chapter 7 Global Segmentation and Positioning
Chapter 8 Global Marketing Strategies
Chapter 9 Global Market Entry Strategies
Chapter 10 Global Product Policy Decisions I: Developing New Products for Global Markets
Chapter 11 Global Product Policy Decisions II: Marketing Products and Services
Chapter 12 Global Pricing
Chapter 13 Global Communication Strategies
Chapter 14 Sales Management
Chapter 15 Global Logistics and Distribution
Chapter 16 Export and Import Management
Chapter 17 Planning, Organization, and Control of Global Marketing Operations
Chapter 18 Marketing Strategies for Emerging Markets
Chapter 19 Global Marketing and The Internet
Chapter 20 Sustainable Marketing in the Global Marketplace