Global Marketing Management Book

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Global Marketing Management

By Masaaki (Mike) Kotabe,Kristiaan Helsen
  • ISBN Code: : 1119298660
  • Publisher : Wiley Global Education
  • Pages : 698
  • Category : Business & Economics
  • Reads : 981
  • Book Compatibility : Pdf, ePub, Mobi, Kindle
  • Pdf : global-marketing-management.pdf

Book Excerpt :

The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s 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.

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Advances in Global Marketing

By Leonidas C. Leonidou,Constantine S. Katsikeas,Saeed Samiee,Bilge Aykol
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 3319613855
  • Total of Pages : 517
  • Category : Business & Economics
  • Members : 900
  • Pdf File: advances-in-global-marketing.pdf

Book Short Summary:

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry modes, international entrepreneurship, international marketing strategy, country-of-origin effects, internationalization process, international buyer-seller relationships, corporate social responsibility, and international marketing performance. With both theoretical and empirical contributions by prominent researchers from all over the world, the book highlights and advances extant knowledge on global marketing and offers recommendations for future research. It builds a useful reference for scholars, doctoral researchers, and senior students in international marketing/business.

Beyond Hofstede

By Cheryl Nakata
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 0230240836
  • Total of Pages : 290
  • Category : Business & Economics
  • Members : 118
  • Pdf File: beyond-hofstede.pdf

Book Short Summary:

Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.

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Book Short Summary:

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Global Marketing Strategies for the Promotion of Luxury Goods

By Mosca, Fabrizio
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : IGI Global
  • Book Code : 1466699590
  • Total of Pages : 329
  • Category : Business & Economics
  • Members : 693
  • Pdf File: global-marketing-strategies-for-the-promotion-of-luxury-goods.pdf

Book Short Summary:

Vast markets for high-symbolic-value goods serve as an expansive worldwide arena where luxury brands and products compete for consumer attention. As global luxury markets have grown and continue to grow, uncovering successful methods for maintaining brand image and consumer desire is critical to the success of high-end brands. Global Marketing Strategies for the Promotion of Luxury Goods explores the latest promotional trends, business models, and challenges within the luxury goods market. Focusing on strategies for achieving competitive advantage, new market development, as well as the role of the media in luxury brand building, this timely reference publication is designed for use by business professionals, researchers, and graduate-level students.

Global Marketing

By Carlyle Farrell
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : SAGE
  • Book Code : 1473910889
  • Total of Pages : 360
  • Category : Business & Economics
  • Members : 917
  • Pdf File: global-marketing.pdf

Book Short Summary:

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students' learning 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students

Marketing Management

By Michael R. Czinkota,Masaaki Kotabe,Demetris Vrontis,S. M. Riad Shams
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer Nature
  • Book Code : 3030669165
  • Total of Pages : 880
  • Category : Business & Economics
  • Members : 810
  • Pdf File: marketing-management.pdf

Book Short Summary:

This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.

Digital Strategies in a Global Market

By Natalia Konina
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer Nature
  • Book Code : 3030582671
  • Total of Pages : 280
  • Category : Business & Economics
  • Members : 317
  • Pdf File: digital-strategies-in-a-global-market.pdf

Book Short Summary:

This book examines the impact of the Fourth Industrial Revolution on business strategy, marketing, management, sustainability innovation, and various kinds of industry. It provides a broad overview of ways that organisations have sought to develop a digital strategy, and explores the challenges and opportunities posed by a rapidly transforming digital world. It draws on European and Russian case studies, with chapters addressing smart cities, corporate governance, the digital single market, and agrobusiness. This book will be of interest to academics and practitioners in management and economics, who are interested in digital strategies performance in global markets.

Global Marketing

By Warren J. Keegan,Mark C. Green
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Pearson Higher Ed
  • Book Code : 0133575683
  • Total of Pages : 592
  • Category : Business & Economics
  • Members : 482
  • Pdf File: global-marketing.pdf

Book Short Summary:

For undergraduate and graduate global marketing courses. The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. MyMarketingLab for Global Marketingis a total learning package. MyMarketingLab is an online homework, tutorial, and assessment program that truly engages students in learning. It helps students better prepare for class, quizzes, and exams—resulting in better performance in the course—and provides educators a dynamic set of tools for gauging individual and class progress. This program will provide a better teaching and learning experience—for you and your students. Here’s how: Improve Results with MyMarketingLab: MyMarketingtLab delivers proven results in helping students succeed and provides engaging experiences that personalize learning. Bring Global Marketing to Life with Real-World Examples: The cases in this text were written to encourage student interest and learning, stimulate class discussion, and enhance the classroom experience for students and instructors. Highlight Key Emerging Markets: Continued expanded coverage on the growing impact of emerging nations. Note: You are purchasing a standalone product; MyMarketingLab does not come packaged with this content. If you would like to purchase both the physical text and MyMarketingLab search for ISBN-10: 0133472221/ISBN-13: 9780133472226. That package includes ISBN-10: 0133545008/ISBN-13: 9780133545005 and ISBN-10: 0133576353/ISBN-13: 9780133576351. MyMarketingLab is not a self-paced technology and should only be purchased when required by an instructor.

Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies

By Khosrow-Pour, D.B.A., Mehdi
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : IGI Global
  • Book Code : 1522569812
  • Total of Pages : 339
  • Category : Business & Economics
  • Members : 634
  • Pdf File: breaking-down-language-and-cultural-barriers-through-contemporary-global-marketing-strategies.pdf

Book Short Summary:

One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a clear understanding of this issue. It is critical for businesses to understand these cultural and language barriers and how to face them through effective communications and cultural sensitivity. The companies that will thrive and see the most success are the ones whose employees communicate and collaborate effectively with customers, suppliers, and partners all over the world. Breaking Down Language and Cultural Barriers Through Contemporary Global Marketing Strategies provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and language barriers, integrating cultural sensitivity, and implementing cross-cultural management practices into their daily business practices. Featuring research on topics such as origin effects, consumption culture, and cross-cultural management, managers, consultants, academic researchers, practitioners, business educators, and advanced students in various disciplines will find the content within this publication to be beneficial.

The Global Market

By John A. Quelch,Rohit Deshpande
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : John Wiley & Sons
  • Book Code : 9780787974398
  • Total of Pages : 272
  • Category : Business & Economics
  • Members : 193
  • Pdf File: the-global-market.pdf

Book Short Summary:

The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.

Global Perspectives in Marketing for the 21st Century

By Ajay K. Manrai,H. Lee Meadow
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 3319173561
  • Total of Pages : 505
  • Category : Business & Economics
  • Members : 497
  • Pdf File: global-perspectives-in-marketing-for-the-21st-century.pdf

Book Short Summary:

This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Strategy for the Global Market

By Vladimir Kvint
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 1317485564
  • Total of Pages : 520
  • Category : Business & Economics
  • Members : 988
  • Pdf File: strategy-for-the-global-market.pdf

Book Short Summary:

In the twenty-first century, the global community constantly strives to bring structure and order to the world through strategic means. From the highest levels of governments and militaries to multilateral institutions, NGOs, and corporations, a strategy for the future of a company, region, country, or even the world is tantamount to success. Yet few understand what strategy actually is and how it can be developed, planned, and implemented. Strategy for the Global Market combines a fundamental study of the theory of strategy with its practical applications to provide a new approach to the global emerging market. Due to the technological transformations in communications and transportation, and the birth and development of both the global community and the global marketplace over the past twenty years, the world’s population and corporations are in much closer contact with their counterparts across the globe than ever before. This has led to increasing competition and even rivalries. Understanding the strategic environment, as well as solving problems either through amicable means or conflict, requires the powerful instrument of strategy to remain efficient and to triumph. Features of this book include: Methodology and practical recommendations for all stages of developing and implementing strategy. A comprehensive guide with explanations and descriptions, for the preparation and orderly compilation of all necessary strategy documents. Real-world examples taken from corporate, government, and military strategizing practices in emerging market countries and the global marketplace. This book should be on the desk of every national, regional, and military leader, corporate executive, manager, and student of strategy.

Business to Business Marketing Management

By Alan Zimmerman,Jim Blythe
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 100048730X
  • Total of Pages : 536
  • Category : Business & Economics
  • Members : 472
  • Pdf File: business-to-business-marketing-management.pdf

Book Short Summary:

Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding than the average consumer. This textbook takes a uniquely international approach to this complex environment, the result of an international team of authors and real-life cases from across the globe. This new edition has been fully revised with new and updated case studies from a variety of regions. Every chapter has been brought in line with current business to business research, alongside new coverage of non-profit and government marketing, digital marketing, ethics, and corporate social responsibility. Other unique features include: • The placement of B2B in a strategic marketing context. • A full discussion of strategy in a global setting including hypercompetition. • A detailed review of global B2B services marketing, trade shows, and market research. More selective, shorter, and easier to read than other B2B textbooks, this is ideal for introductory B2B and intensive courses. It is also comprehensive enough to cover all the aspects of B2B marketing management that any marketer needs, whether they are students or practitioners seeking to improve their knowledge. The textbook is also accompanied by an extensive collection of resources to aid tutors, including a full set of PowerPoint slides, test bank of questions, and practical exercises to aid student learning.

Handbook of Research on Mobile Marketing Management

By Pousttchi, Key,Wiedemann, Dietmar G.
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : IGI Global
  • Book Code : 1605660752
  • Total of Pages : 582
  • Category : Computers
  • Members : 309
  • Pdf File: handbook-of-research-on-mobile-marketing-management.pdf

Book Short Summary:

"This book provides a compelling collection of innovative mobile marketing thoughts and practices"--Provided by publisher.

Cross-Border E-Commerce Marketing and Management

By Hoque, Md. Rakibul,Bashaw, R. Edward
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : IGI Global
  • Book Code : 1799858243
  • Total of Pages : 349
  • Category : Business & Economics
  • Members : 149
  • Pdf File: cross-border-e-commerce-marketing-and-management.pdf

Book Short Summary:

The continued advancement of globalization, increases in internet connectivity, compatibility of international payment systems, and adaptability of logistics and shipping processes have combined to contribute to the rapid growth of the cross-border e-commerce market. Due to these advancements and the ubiquitous presence of smartphones, consumer use of cross-border e-commerce is increasingly simplified, and thus, sellers are hardly restricted to a specific country in terms of promoting, selling, and shipping goods worldwide. The burgeoning opportunities, habits, and trends of shopping on cross-border e-commerce platforms have expedited the prospect of becoming a presence in the global market. This is true for enterprises of all sizes, especially for small‐ and medium‐sized enterprises (SMEs) that want to add their footprint in the international market for the first time. Like any other industry, cross-border e-commerce has its specific economics and driving forces, but has different scopes, challenges, and trends due to the geographic and cultural expanse of relevant environments. Cross-Border E-Commerce Marketing and Management was conceptualized by identifying the scope of new complementary information with a comprehensive understanding of the issues and potential of cross-border e-commerce businesses. The authors believe that this book will not only fill the void in the current research but will also provide far-sighted vision and strategies, as it covers big data, artificial intelligence, IoT, supply chain management, and more. This book provides the necessary knowledge to managers to compete with the competitive market structure and ultimately contribute to the sustainable economic growth of a country. It works as a guideline for existing cross-border e-commerce managers to formulate individual strategies that combine to optimize the industry while keeping the enterprise competitive. This book is useful in both developed and developing country contexts. This publication is an ideal resource for academicians, policy makers, stakeholders, and cross-border e-commerce managers, especially from SMEs.

Mobile Marketing Management

By Hongbing Hua
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : CRC Press
  • Book Code : 0429633890
  • Total of Pages : 444
  • Category : Business & Economics
  • Members : 630
  • Pdf File: mobile-marketing-management.pdf

Book Short Summary:

With the development of mobile internet technology, people’s lifestyle and consumer behavior are changing rapidly. Nowadays, the products on the market are updating more and more frequently, and the traditional marketing theory and brand theory fail to get with the mobile internet. So, what’s the innovative marketing to take in the new era? Since 2012, China has entered into the mobile era, and became a major country of mobile internet application. The book summarizes the experience of the author accumulated from many trials and errors in management and marketing innovation, so as to form the pattern of management and marketing for the next 30 years. Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short. In view of the concept of customer-first, it is all about service, and products become productized service concepts. In view of the failure of mass communication, the competition among all services becomes the competition of substance differentiation. Regarding the popularity of self-organization, it becomes a trend to cooperate with people rather than the company to develop the market. In view of the principle of fuzzy market boundary, the enterprises shall optimize their living space and evolve their development space. This book contains numerous case studies along with analysis and creates the discipline of mobile marketing management, providing innovative theories, methods and tools for the marketing of enterprises. Through this book, readers can master the marketing methods of the mobile internet era. They can apply the marketing theory in this book to guide the marketing practice, thus improving marketing efficiency and reducing marketing costs.

The SAGE Handbook of International Marketing

By Masaaki Kotabe,Kristiaan Helsen
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : SAGE
  • Book Code : 1446206734
  • Total of Pages : 568
  • Category : Business & Economics
  • Members : 395
  • Pdf File: the-sage-handbook-of-international-marketing.pdf

Book Short Summary:

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

Global Marketing Management

By Masaaki (Mike) Kotabe,Kristiaan Helsen
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Wiley Global Education
  • Book Code : 1119298660
  • Total of Pages : 698
  • Category : Business & Economics
  • Members : 125
  • Pdf File: global-marketing-management.pdf

Book Short Summary:

The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s 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.

Japanese Global Strategy

By Katsuo Yamazaki
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 1137497386
  • Total of Pages : 184
  • Category : Business & Economics
  • Members : 688
  • Pdf File: japanese-global-strategy.pdf

Book Short Summary:

This book examines the global corporate strategy of Japanese multi-national enterprises (MNEs) and analyses their position in today’s business environment. Focusing in particular upon Indonesia, Kenya, Nigeria, South Africa, Sri Lanka and Vietnam, Japanese Global Strategy presents nine empirical case studies on companies including Denso, Furukawa Electric and Yamaha Motor. Based on questionnaires and interviews with senior managers, this book applies the hybrid theories of application and adaptation to each company’s corporate strategy. By delving into the historical reasons behind investing in strategy, the author asserts that MNEs should be a priory for Asian markets, making this an invaluable read for anyone researching international business and Asian business more specifically.

Framework for Marketing Management

By Philip Kotler,Kevin Lane Keller
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Pearson
  • Book Code : 0133871517
  • Total of Pages : 360
  • Category : Business & Economics
  • Members : 247
  • Pdf File: framework-for-marketing-management.pdf

Book Short Summary:

This is the eBook of the printed book and may not include any media, website access codes, or print supplements that may come packaged with the bound book. For graduate and undergraduate courses in marketing management. A Succinct Guide to 21st Century Marketing Management Framework for Marketing Management is a concise, streamlined version of Kotler and Keller’s fifteenth edition of Marketing Management , a comprehensive look at marketing strategy. The book’s efficient coverage of current marketing management practices makes for a short yet thorough text that provides the perfect supplement for incorporated simulations, projects, and cases. The Sixth Edition approaches the topic of marketing from a current standpoint, focusing its information and strategy on the realities of 21st century marketing. Individuals, groups, and companies alike can modernize their marketing strategies to comply with 21st century standards by engaging in this succinct yet comprehensive text.

Strategic Global Marketing

By Erdener Kaynak
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 1317955862
  • Total of Pages : 254
  • Category : Business & Economics
  • Members : 669
  • Pdf File: strategic-global-marketing.pdf

Book Short Summary:

Learn to select appropriate strategic tools and measure the competitiveness of international firms! This essential text addresses important strategic marketing issues and questions in a unique and insightful way. Strategic Global Marketing: Issues and Trends takes on the standardization vs. adaptation issue and will familiarize you with important topics, including customer value measurement in highly competitive industries; factors influencing export attitudes; qualities necessary for successful international business conduct; distribution channels behavior and regional differences in the way these channels function; and more! Handy charts, tables, and figures make the information easy to access and understand. In Strategic Global Marketing: Issues and Trends, authors from Israel, the United States, India, Hong Kong, and New Zealand examine the usefulness of comparative studies of dominant cultural values in successful international strategy development as well as other specific facets of international marketing strategy, such as: technometrics—a benchmarked approach to compare competing brands on a set of attributes the attitudes of Taiwanese executives regarding exporting and international conduct the cultural values that must be taken into account to produce effective print advertisements in the United States and India the marketing roles and functions undertaken by Chinese wholesalers—and the functions they are still reluctant to perform a meta-analysis-tested model of the relationship between export performance and the degree of standardization of international marketing strategy used by the exporter the effectiveness of policies put in place by leaders of United States cities in their efforts to promote exports

Global Marketing

By Kate Gillespie,K. Scott Swan
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 100043866X
  • Total of Pages : 570
  • Category : Business & Economics
  • Members : 965
  • Pdf File: global-marketing.pdf

Book Short Summary:

Strategic, comprehensive, and concise, the fifth edition of this popular textbook introduces students to the important concepts of global marketing today, and their managerial implications. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a strategic approach, recognizing the need to address both the forces of globalization and those of localization. Key updates include: Extensive real-life examples and cases from developed and emerging markets, including Africa, Latin America, and the Middle East; New topics such as digital distribution options, the participation of customers, and the rise of social media, including Twitter, Facebook, and TikTok; Updated exploration of often overlooked topics, such as China’s state-owned enterprises, the importance of diasporas as target markets, the threat of transnational criminal organizations to legitimate marketers, and new tensions among trading partners; A stronger recognition of the need for a growth mindset, value orientation, and innovation. Written in a student-friendly style, this fully updated new edition continues to be the textbook of choice for students of global marketing.

Emerging Issues in Global Marketing

By James Agarwal,Terry Wu
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 3319741292
  • Total of Pages : 374
  • Category : Business & Economics
  • Members : 960
  • Pdf File: emerging-issues-in-global-marketing.pdf

Book Short Summary:

This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy. This well-crafted research volume is an excellent addition to the growing literature on new trends in international marketing. The authors present the latest insight on the impact of phenomena such as cross-border e-commerce and digital markets, and they discuss new tools for political risk assessment, international branding and more broadly the reconfiguring of marketing-mix strategies – A powerful reminder that the new global market remains a rugged landscape. - Alain Verbeke, McCaig Research Chair in Management and Editor-in-Chief Journal of International Business Studies, University of Calgary, Canada. Emerging trends in institutions, markets, and societies, along with new technological advances, are redefining the scope and strategy in global marketing. Professors Agarwal and Wu have assembled a remarkable collection of cutting-edge topics and issues that capture the shifting paradigm and contemporary developments in the global marketing field. This is an informative and timely resource that makes a valuable contribution, useful for both scholars and business practitioners of global marketing. - Constantine S. Katsikeas, Arnold Ziff Endowed Research Chair in Marketing & International Management, Editor-in-Chief Journal of International Marketing, University of Leeds, UK. This book presents new and cutting-edge thinking at a time when the traditional views of international marketing need to be scrapped. Convergence forces are creating new opportunities as well as threats on a daily basis, and marketing practitioners as well as scholars must be forewarned as well as forearmed on how to deal with these changes. The real growth is coming from the emerging nations, and the theories that provided sufficient insights ten years ago have been completely outmoded by the ever-accelerating rate of innovation and technological change as well as the pressures to address the needs of all of the firm’s relevant stakeholders. The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!! - John B. Ford, Professor of Marketing & International Business, Eminent Scholar & Haislip-Rohrer Fellow, Editor-in-Chief, Journal of Advertising Research, Old Dominion University, USA.

Global Marketing

By Carlyle Farrell
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : SAGE
  • Book Code : 1473910889
  • Total of Pages : 360
  • Category : Business & Economics
  • Members : 962
  • Pdf File: global-marketing.pdf

Book Short Summary:

This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students' learning 'Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field 'Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students

Developing Successful Global Strategies for Marketing Luxury Brands

By Mosca, Fabrizio,Casalegno, Cecilia,Gallo, Rosalia
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : IGI Global
  • Book Code : 1799858839
  • Total of Pages : 351
  • Category : Business & Economics
  • Members : 300
  • Pdf File: developing-successful-global-strategies-for-marketing-luxury-brands.pdf

Book Short Summary:

In recent times, the advent of new technologies, the concerns about sustainability, and the new tastes of the youngest generations of luxury consumers have affected the traditional dynamics of the luxury goods markets. These emerging issues have caused significant changes in the marketing of luxury goods. Sustainable development is not a new practice in the luxury market but is of increasing importance. The real challenge is for luxury companies to overcome the residual corporate social responsibility perspective to embrace a real integration of environmental, ethical, and social concerns into the corporate strategy. Integrated output and sustainable processes, the introduction of non-financial reporting as operational practice, and a new orientation to circular economy practices are emerging issues that still today request for a deeper exploration both on the academic and managerial point of view. Digitalization is another relevant issue that is reshaping the business model of luxury companies. Big data, blockchain, omnichannel experience, and digital customer experience represent the main digital challenges that luxury brand companies are facing nowadays. Luxury brands must keep up with these digital demands and sustainability concerns to maintain their position in the global market. Developing Successful Global Strategies for Marketing Luxury Brands upgrades the most relevant theoretical frameworks and empirical research about the marketing of luxury goods. This book is focused on contemporary issues affecting luxury industries such as digital transformation (blockchain, big data, analytics, innovation processes), sustainable development, changes in luxury consumers’ behavior, integration between physical and online channels, and the development of social media marketing strategies. Chapters will cover areas of marketing, management, buyer behavior, and international business, creating a multidisciplinary approach for this book. This book is ideal for scholars, local government agencies and public bodies, managers, luxury business owners, along with practitioners, stakeholders, researchers, academicians, and students who are interested in emerging issues affecting the luxury market, such as sustainability and digital transformation.

EBOOK: International Marketing, 5e

By Pervez Ghauri,Philip Cateora
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : McGraw Hill
  • Book Code : 1526848600
  • Total of Pages : 1223
  • Category : Business & Economics
  • Members : 360
  • Pdf File: ebook.pdf

Book Short Summary:

In its 5th edition International Marketing guides students to understand the importance of international marketing for companies of every size and how going international can enhance value and growth. It provides a solid understanding of the key principles and practices of international marketing. The text has been thoroughly updated to reflect the most recent developments in the current business environment and encourages students to critically engage with the content within the context of modern life. Key Features: - A new chapter dedicated to Digital and Social Media Marketing - Fully updated pedagogy, including ‘Going International’ vignettes and End of Chapter questions - Brand new examples and case studies from global and innovative companies including Red Bull, Gillette and Audi - Now includes Interactive activities, Testbank questions and Quizzes available on Connect® International Marketing is available with McGraw Hill’s Connect®, the online learning platform that features resources to help faculty and institutions improve student outcomes and course delivery efficiency. “International Marketing continues to be an essential subject in any business or management degree. Ghauri and Cateora’s book, now in its fifth edition, provides a most up-to-date and authentic evolution of the subject.” George S. Yip, Emeritus Professor of Marketing and Strategy, Imperial College Business School. Professor Pervez Ghauri teaches International Business at Birmingham Business School. He is Founding Editor for International Business Review (IBR) and Consulting Editor for Journal of International Business Studies (JIBS). Philip R. Cateora is Professor Emeritus at the University of Colorado. His teaching spanned a range of courses in marketing and international business from fundamentals through to doctoral level.

Services Marketing Management

By Hans Kasper,Piet van Helsdingen,Mark Gabbott
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Wiley Global Education
  • Book Code : 0470091177
  • Total of Pages : 572
  • Category : Business & Economics
  • Members : 252
  • Pdf File: services-marketing-management.pdf

Book Short Summary:

In order to deliver excellent service quality, it is critical to understand, create and deliver real value to all stakeholders. The second edition of Services Marketing Management has been thoroughly revised and restructured to provide the students with an overview of services marketing from this clear strategic orientation. It includes: A linking of five core guiding principles: market orientation, assets and capabilities, characteristics of services, internationalization and the value concept New coverage of electronic services Many 'Service Practice' boxes, featuring examples from all of the world End of chapter review questions and practical assignments Full length cases at the end of the book with accompanying exercises "This is a welcome second edition, firmly establishing it as a leading international text on strategic services marketing. Though completely revised, it retains the unique focus of the original on care for the individual and the understanding, creation and delivery of value to customers, with the authors bringing their topic vividly to life through numerous international examples. Clearly written and logically structured, it will be an invaluable resource for services marketing and management courses at all levels." —Professor Graham Hooley, Aston Business School "An up-to-date, comprehensive and truly global treatment of services marketing management with new insights for every reader." —Leonard L. Berry, Distinguished Professor of Marketing, Mays Business School and author of Discovering the Soul of Service "This book is a very valuable addition to the services marketing literature. Its logical structure and clarity of expression will make it extremely appealing to students and lecturers." —Steve Oakes, University of Liverpool "This is a must for students, teachers and practitioners in services marketing." —Kjell Grønhaug, Norwegian School of Economics and Business Administration "This is an academically rigorous text with a strong European focus – excellent." —Jill Brown, Portsmouth Business School "Services Marketing Management: a comprehensive and completely up-to-date book based on an excellent combination of modern theory and actual practice." —Peter Leeflang, Frank M. Bass Professor of Marketing, University of Groningen and Professor at Johann Wolfgang Goethe University at Frankfurt am Main "This excellent textbook has got what it strongly deserved: a second edition. I particularly appreciate: the consequent focus on market and customer orientation the integration of business-to-business services the overarching HRM perspective and the refined didactic approach not self-evident in other service management textbooks What a service for the reader!" —Bernd Günter, Heinrich-Heine Universität, Düsseldorf

Paradigm shifts in Business Delivery Innovative Management Practices

By St martin Institute of Business Management
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Archers & Elevators Publishing House
  • Book Code : 9386501015
  • Total of Pages :
  • Category : Antiques & Collectibles
  • Members : 246
  • Pdf File: paradigm-shifts-in-business-delivery-innovative-management-practices.pdf

Book Short Summary:

Read and download full book Paradigm shifts in Business Delivery Innovative Management Practices

EBOOK: Marketing Management

By Christian Homburg,Sabine Kuester,Harley Krohmer
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : McGraw Hill
  • Book Code : 0077146050
  • Total of Pages : 664
  • Category : Business & Economics
  • Members : 447
  • Pdf File: ebook.pdf

Book Short Summary:

Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe. The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new edition includes updated cases and combines scholarly international research with relevant and contemporary examples from markets and brands across the world. The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.

Conversations with Marketing Masters

By Laura Mazur,Louella Miles
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : John Wiley & Sons
  • Book Code : 0470687509
  • Total of Pages : 248
  • Category : Business & Economics
  • Members : 733
  • Pdf File: conversations-with-marketing-masters.pdf

Book Short Summary:

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great – and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.

Marketing Management

By Situn Krushna Sahu,Sunil Kumar Pradhan
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Educreation Publishing
  • Book Code : N.a
  • Total of Pages : 213
  • Category : Education
  • Members : 696
  • Pdf File: marketing-management.pdf

Book Short Summary:

Beginning of 21st century, there is various facet of marketing. The fundamental of marketing is utilized in every aspect. The marketing trends are making the marketers assimilate the innovations into marketing realities. The definitive impact is seen in the market place. Today companies are using the mode of application of innovations in product solution for the customer problems. Marketing is changed a lot from 1960’s. The fundamental topics such as segmentation, targeting, positioning still used by companies though there are new contemporary trends in marketing. Service market has grown significantly in this liberalized economy. Customers look for experiences while consuming. Customer lifestyle has changed substantially. New Indian customers graduating for nuclear family values, owning number of brands, having shopping experiences in retail outlet, flying in Airline, watching movies in multiplexes, food in good restaurant, pleasant stay in good hotel and health checkup in healthcare centers are becoming ices, properties, persons, places, events, information, ideas or organization is of interest to everyone. Customer feedback is implemented by the companies. Even the companies are tracking how many customers are clicking on what in webpage, and how many advertisements they are seeing. It makes marketers plan their market offerings. India's image now that it is able to provide services for the products augurs well for the country. Every chapter in this book explains in detail about fundamentals, challenges and contemporary issues. This book represents relevant topics for insightful marketing for the new century.