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Global Marketing Management


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Table of Contents

1. Globalization. 2. Global Economic Environment. 3. Financial Environment. 4. Cultural Issues and Buying Behavior. 5. Political / Legal Environment. 6. Global Marketing Research. 7. Global Segmentation and Positioning. 8. Global Marketing Strategies. 9. Global Market Entry Modes. 10. Global Product Development. 11. Marketing Products and Services. 12. Global Pricing. 13. Communicating with the World Consumer. 14. Sales Management. 15. Global Logistics and Distribution. 16. Export/Import Management. 17. Planning, Organization and Control of Global Marketing Operations. 18. Marketing in Emerging Markets. 19. Global Marketing and the Internet.

About the Author

Masaaki "Mike" Kotabe holds the Washburn chair Professorshipin International Business and Marketing, and is Director ofresearch at the Institute of Global Management Studies at the FoxSchool of Business at Temple University. Prior to joining TempleUniversity in 1998, he was Ambassador Edward Clark centennialEndowed Fellow and Professor of Marketing and InternationalBusiness at the University of Texas at Austin. Dr. Kotabe alsoserved as Vice President of the Academy of International Businessin the 1997-1998 term. He received his Ph.D. in Marketing andInternational Business at Michigan State University. Dr. Kotabeteaches international marketing, global sourcing strategy (R&D,manufacturing, and marketing interfaces) and Asian businesspractices at the undergraduate and MBA levels, and teaches theoriesof international business at the Ph.D. level. He has lecturedwidely at various business schools around the world, includingAustria, Brazil, China, Colombia, Finland, Germany, Indonesia,Japan, Korea, Mexico, Norway, Sweden, and Turkey. For his research,he has worked closely with leading companies such as AT&T,Kohler, NEC, Nissan, Philips, Sony, and Seven & IHoldings (parent of 7-Eleven stores), and served as advisor to theUnited Nations' and World Trade Organization's Executive Forum onNational Export Strategies. Kristiaan Helsen has been an associate professor ofmarketing at the Hong Kong University of Science and Technology(HKUST) since 1995. Prior to joining HKUST, he was on the facultyof the University of Chicago for five years. He has lectured atNijenrode University (Netherlands), the InternationalUniversity of Japan, Purdue University, the Catholic University ofLisbon, and China Europe International Business School (CEIBS)in Shanghai, China. Dr. Helsen received his Ph.D. in Marketingat the Wharton School of the University of Pennsylvania. His research areas include promotional strategy, competitivestrategy, and hazard-rate modeling. His articles have appeared injournals such as Marketing Science, Journal of Marketing,Journal of Marketing research, and European Journal ofOperations Research, among others. Dr. Helsen is on the editorialboard of the International Journal of Research inMarketing.

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