Global Marketing Management (Third Edition)

Author: Keda Bi
Publisher:
Publish Date: 2005-10-01
Features: Global marketing is a vibrant discipline. Today, there are many textbooks on international marketing or global marketing management in the market, but most are constrained by traditional bilateral (bilateral) and inter-country (inter-national) competition perspectives. This book, however, consistently emphasizes the multilateral (multilateral) and global nature of marketing, truly integrating the ideas and practices of globalization throughout the entire book. This book also has the following features:
● A combination of academic rigor and empirical, engaging content. The book encompasses the existing useful marketing knowledge system and methods, with academic rigor, clear concepts, and includes a wealth of vivid cases.
● Interdisciplinary perspective and proactive orientation. The book argues that an experienced marketing manager must understand how other functions intersect and interact with marketing. It advocates that marketing managers should not merely react passively to market demand but adopt an "inside-out" approach, cultivating and driving market capabilities.
● Cultural sensitivity. The authors, with their rich research experience in North America, South America, Asia, Eastern Europe, Western Europe, and other regions, effectively balance the relationships between cultural differences and similarities, scale, and sensitivity, providing guidance for effective product positioning.
● Practical orientation. The book cites numerous global marketing examples and incorporates the authors' personal observations and experiences, helping readers apply the knowledge they learn to practice. Based on these features, this book is highly suitable as a textbook for upper-level undergraduate and graduate students. It can also help business managers and marketing professionals who are currently or preparing to engage in international competition broaden their horizons and plan strategically from a high-level perspective.