ESCP Europe

"The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The texts 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." - from publisher

1. Globalization imperative --- 2. Economic environment --- 3. Financial environment --- 4. Global cultural environment and buying behavior --- 5. Political and legal environment --- 6. Global marketing research --- 7. Global segmentation and positioning --- 8. Global marketing strategies --- 9. Global market entry strategies --- 10. Global product policy decisions --- 11. Global product policy decisions --- 12. Global pricing --- 13. Global communication strategies --- 14. Sales management ---15. Global logistics and distribution --- 16. Export and import management --- 17. Planning, organization, and control of global marketing operations --- 18. Marketing strategies for emerging markets --- 19. Global marketing and the Internet --- 20. Sustainable marketing in the global marketplace --- Cases (available at www.wiley.com/college/kotabe) --- Subject index --- Name index --- Company index..