Global Marketing Management - Tapa blanda

'"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. As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feel the book is a must have for everyone teaching or researching international and global marketing issues' - Marnik Dekimpe, Research Professor of Marketing, Tilburg University & Professor of Marketing, Catholic University Leuven. 'This text has developed a rigorous conceptual orientation and has included contemporary issues confronting the international marketing manager. It has combined research with applications and presented these frameworks in a form that makes it possible for academics to deliver and students to digest. Examples, cases and vignettes span the globe with Europe, Latin America, and Oceania. This is an excellent text' - Amal R. Karunaratna, University of Adelaide, Australia. 'Relevant, timely, scholarly, and enjoyably readable-Kotabe and Helsen is a must for my Global Marketing Management course. The blend of solid research frameworks and comprehensive cases provide a rich forum for class analysis and discussion. The authors deliver far more than other textbooks with provocative discussions of emerging economies, changes in country innovativeness, and global politics. Students enjoy the in-depth discussions of the market strategies of major corporations in countries such as China and India. The text is always up-to-date and is supported by an excellent instructor web site. I have used all earlier editions and will continue to recommend this text for its lively and interesting coverage' - Carol Kaufman-Scarborough, Rutgers University. 'I like the Kotabe and Helsen book very much! Their book really has a global approach in which the concepts, examples and cases being discussed are from many different countries-a very positive aspect because many other textbooks I have read are somewhat regionally biased. Kotabe and Helsen discuss Big Emerging Markets (BEMs) throughout the text, and their discourse is very useful to international marketing decision makers for both developed and developing countries. The book is very up-to-date with discussion of the most recent developments in marketing (i.e. CRM, E-Commerce, etc) as applied to the international arena. These are some of the reasons we continue to use the Kotabe and Helsen book as our text in our International Marketing course' - Carlos Ruy Martinez, Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico (ITESM). 'As global business structures change, the demands in our classrooms change with them. Kotabe and Helsen enables us to address the increasingly sophisticated business problems that will face our marketing graduates. By integrating real world experiences, leading edge research, and contemporary cases, this text will significantly enhance the learning experience of future global marketing managers' - Matthew B. Myers, University of Tennessee-Knoxville. 'Professors Kotabe and Helsen have done a superb job in putting together materials from across various disciplines including marketing, economics, and trade. It is a well-structured text book, useful for students in marketing, international business as well as economics. I highly recommend it' -Shi Zhang, University of California-Los Angeles.

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 thee 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). He currently serves as the Editor of the Journal of International Management and is or has been on the editorial boards of numerous other journals. He also serves as an Adviser to the Institute of Industrial Policy Studies (IPS) National Competitiveness Report. In the 1997 issue of Journal of Teaching in International Business, Dr. Kotabe was ranked the most prolific international marketing researcher in the world in the last 10 years. He has been recently elected a Fellow of the Academy of International Business for his significant contribution to international business research and education. He is also an elected member of the New York Academy of Sciences. Kristiaan Helsen has been Associate Professor of Marketing at the Hong Kong University of Science and technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), Purdue University, the Catholic University of Lisbon, and CEIBS (Shanghai). Dr. Helsen received his Ph.D. in Marketing from the Wharton School of the University of Pennsylvania. His research areas include promotional strategy, competitive strategy, and hazard rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing Research, and European Journal of Operations research, among others. Dr. Helsen is on the editorial boards of the International Journal of Research in Marketing and the Journal of Marketing.