全球营销管理 Global Marketing Management
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作者： Masaaki Kotabe著
出 版 社： 吉林长白山
出版时间： 2007-1-1字数：版次： 1页数： 682印刷时间： 2007/04/01开本：印次：纸张： 胶版纸I S B N ： 9780471755272包装： 平装编辑推荐
作者简介：
Masaaki "Mike" Kotabe holds the Washburn Chair Professorship in International Business and Marketing and is Director of Research at the Institute of Global Management Studies at the Fox School of Business and Management at Temple University. Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr. Kotabe also served as the Vice President of the Academy of International Business in the 1997-1998 term. He received his Ph.D. in Marketing and International Business from Michigan State University. Dr. Kotabe teaches international marketing, global sourcing strategy, and Asian business practices at the undergraduate and MBA levels and theories of international business at the doctoral level. He has lectured widely at various business schools around the world. For his research, he has worked closely with leading companies such as AT&T, NEC, Nissan, Philips, Sony, and Ito-Yokado (parent of 7-eleven stores), and served as adviser to the United Nations' and World Trade Organization's Executive Forum on National Export Strategies.
Dr. Kotabe has written many scholarly publications. His research has appeared in numerous journals including Journal of Marketing, Journal of International Business Studies, Strategic Management Journal, and Academy of Management Journal. His books include Global Sourcing Strategy: R&D Manufacturing, Marketing Interfaces (1992), Japanese Distribution System (1993), Anticompetitive Practices in Japan (1996), MERCOSUR and Beyond (1997), Marketing Management (2001), Market Revolution in Latin America: Beyond Mexico (2001), and Emerging Issues in International Business Research (2002).
内容简介
Global Marketing Management, 4e offers a fundamental paradigm shift in teaching global marketing.Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment.The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing.
目录
1. Globalization Imperative.
2. Economic Environment.
3. Financial Environment.
4. Global Cultural Environment and Buyer Behavior.
5. Political and Legal Environments.
6. Global Marketing Research.
7. Global Segmentation and Positioning.
8. Global Marketing Strategies.
9. Global Market Entry Strategies.
10. Global Sourcing Strategy.
11. Global Product Policy Decisions I: Developing New Products for Global Markets.
12. Global Product Policy Decisions II: Marketing Products and Services.
13. Global Pricing.
14. Communicating with the World Consumer.
15. Sales Management.
16. Global Logistics and Distribution.
17. Export and Import Management.
18. Planning, Organization, and Control of Global Marketing Operations.
19. Global Marketing and the Internet.
Cases.
Index.
