Global Marketing Management Third Edition

Author: Kotabe, Y.
Publisher:
Publish Date: 2005-10-01
Features: Global marketing is a dynamic field. Today, there are many textbooks on international or global marketing management available 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 and truly integrates the ideas and practices of globalization throughout the entire book. The book also features the following:
● A combination of academic rigor and empirical, engaging content. The book encompasses existing useful marketing knowledge systems and methods, with rigorous academic standards, clear concepts, and includes numerous vivid case studies.
● 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 demands but adopt an "inside-out" approach, cultivating the ability to shape and drive markets.
● Cultural sensitivity. With the author's extensive research experience in North America, South America, Asia, Eastern Europe, Western Europe, and other regions, the book effectively balances 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 author's personal observations and experiences, helping readers apply the knowledge they learn to practice. Based on these features, the book is highly suitable as a textbook for senior 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 at a high level.