Global Marketing Management
by Kristiaan Helsen, Masaaki (Mike) Kotabe
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Book Summary Information
Author: Kristiaan Helsen, Masaaki (Mike) KotabeEdition: Hardcover
Audio: English (Unknown); English (Original Language); English (Published)
Published: 2003-11-06
ISBN: 0471230626
Number of pages: 732
Publisher: Wiley
Book Reviews of Global Marketing Management
Book Review: A thought-provoking book
Summary: 5 Stars
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.
Summary of Global Marketing Management
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 (international) 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.* Global orientation- This book takes the view that the term, "global" epitomizes the competitive pressure and market opportunities from around the world and the firm's need to optimize its market performance on a global basis.
* Proactive Orientation- Presents a balanced approach between an outside/in and inside/out marketing perspective.
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