Global Marketing Management Update
The ultimate objective of this book is to help you prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. This book is the first to offer a true global, as opposed to multinational perspective on marketing. This global approach also presents marketing in a cross functional approach to the business operation. This edition addresses the reaction to the recent 1998 Asian financial crisis and how these dramatic changes and their effect on the rest of our global economy. Also, based on European countries trying to create a unified European economy, the prominent event of the introduction of a common European currency, the Euro, on January 1, 1999 has impact world wide. Issues surrounding these events are covered at length.
Format:Hardcover
Language:English
ISBN:0471353906
ISBN13:9780471353904
Release Date:June 1999
Publisher:Wiley
Length:768 Pages
Weight:3.51 lbs.
Dimensions:1.4" x 8.4" x 10.3"
Customer Reviews
5 ratings
A thought-provoking book
Published by Thriftbooks.com User , 20 years ago
Kotabe/Helsen team has really set the standard for the international marketing textbook market. I have read three other similar textbooks, but there is no other book measuring up to this one. They offer an excellent analysis of market converging and diverging forces adding to the complexities of global marketing and how to cope with them. Although I am not an academic, this book provides great conceptual foundations so useful for me to use in preparing my own presentations to the executive board at my company. They have plenty of excellent, well thought-out real-life examples, and those examples are so well built in along with conceptual frameworks that I come away with a lot of useful, and more importantly, usable knowledge.
A modern, analytical textbook on global marketing
Published by Thriftbooks.com User , 23 years ago
I teach Global marketing and I think this textbook is the best. It is not full of anecdotal stories about global marketer's failures or successes but very analytical with straightforward methods students can try out. The cases are excellent and support the theorical lectures very good. From my experience with the research literature it is state of the art.
The authors responding promptly to changes in world econ
Published by Thriftbooks.com User , 25 years ago
I adopted this Update edition for my classes. The Update provides a thought-provoking, thorough, and insightful chapter on the implications of the Asian financial crisis and marketing in the Euro-land. The topics are exactly what students are craving for right now. A great book.
The best international marketing book ever
Published by Thriftbooks.com User , 25 years ago
I used this book in my class at a leading school in Korea. Not only was I able to improve my teaching skills ("how" to deliver "what" topics in class) but also my students loved it so much. I also used it in my executive training with a huge success. This textbook is probably the most comprehensive one that is highly appealing to students and executive audience as well as the most academically sound. Examples in the book are superb in addressing various points. A great book!
The best international/global marketing textbook I ever used
Published by Thriftbooks.com User , 25 years ago
I am so happy that I used Kotabe/Helsen book in my class. Not only my students but also I learned a lot of new ideas and great examples to drive home many important concepts. Philip Kotler also uses Kotabe/Helsen. It is an ultimate testimonial to the quality of this book. A good job and keep up with your excellent work. JT
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