Kurzbeschreibung
Die 2. Auflage des Lehrbuchs zum Globalen Marketing Management will Studenten auf das 21. Jahrhundert, d.h. auf globale Marketingaktivitäten in einem immer härter umkämpften Umfeld, vorbereiten. Dieses Buch basiert auf einem Paradigmenwechsel bei der Behandlung des Globalen Marketing: Wettbewerb und Marketing werden losgelöst von der traditionellen bilateralen (inter-nationalen) Sichtweise betrachtet. Die Autoren betonen vielmehr den multilateralen (globablen) Charakter des Marketing. Diese globale Perspektive behandelt das Marketing in einem multi-funktionalen Zusammenhang. Durch diese interdisziplinäre Sichtweise wird ein besseres Verständnis der verschiedenen Funktionsbereiche und ihrer Schnittstellen zum Marketing gewährleistet. Der Einsatz von Internet und E-Commerce wird überall dort genau erläutert, wo dies für das Verständnis der internationalen Geschäftsabwicklung von Bedeutung ist.

Synopsis
Written in response to the fact that markets have become truly global, the objective of this book is to help students prepare for the 21st century and become effective managers overseeing global marketing activities in an increasingly competitive environment. It offers a fundamental paradigm shift in teaching global marketing. 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 business operations. By offering the interdisciplinary perspective, the marketer has a better understanding of how the various functional areas interface with marketing. Incorporated is the use of the Internet and e-commerce in all chapters where relevant, to examine the way these issues affect the way business is done internationally.

Inhaltsverzeichnis

GLOBALIZATION.

Globalization Imperative.

GLOBAL MARKETING ENVIRONMENT.

Global Economic Environment.

Global Financial Environment.

Global Cultural Environment.

Political and Legal Environment.

DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY.

Global Marketing Research.

Global Segmentation and Positioning.

Global Marketing Strategies.

Global Market Entry Strategies.

Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces.

GLOBAL MARKETING STRATEGY DEVELOPMENT.

Global Product Policy Decisions I: Developing New Products for Global Markets.

Global Product Policy Decisions I: Marketing Products and Services.

Global Pricing.

Communicating with the World Customer.

Sales Management.

Global Logistics and Distribution.

Export and Import Management.

MANAGING GLOBAL OPERATIONS.

Planning, Organization and Control of Global Marketing Operations.

Global Marketing and the Internet.

Cases.

Web Resources WWW.Wiley.Com/College/Kotabe.

Indexes.

Photo Credits.