Description
The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (inter-national) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross- functional approach to the business operation.
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This text prepares students to become effective managers overseeing global marketing activities, or to work with marketing people for corporate goals. There are sections on globalization, the global marketing environment, competitive marketing strategy, global marketing strategy, and managing global operations. Material is written from an interdisciplinary perspective, with orientations towards cultural sensitivity, research, and practice. This second edition contains a new chapter on the Internet and international marketing, and adds new cases. Kotabe is chair of international business and marketing, and director of research at the Institute in Global Management Studies at Temple University. Helsen teaches marketing at the Hong Kong University of Science and Technology. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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