Global Marketing Management - 8th Edition by Kotabe & Kristiaan Helsen (Paperback)
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<p/><br></br><p><b> About the Book </b></p></br></br>"A little more than 20 years have passed since we published the first edition of this book. Over the past two decades, we have continued to receive many messages as well as user reviews on Amazon.com, among others, from instructors, students, and business executives around the world who used the previous editions of our Global Marketing Management. Their comments have been very favorable. Thanks to the increased desire in many parts of the world for access to our book in their own languages, our book has been translated into Chinese, Japanese, Portuguese, and Spanish. However, we just cannot be sitting on our laurels. As the world around us has been constantly changing, the content and context of our book also have to change to reflect the climate of the time"--<p/><br></br><p><b> Book Synopsis </b></p></br></br><p><i>Global Marketing Management, 8<sup>th</sup> Edition</i> combines academic rigor, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognize how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.</p> <p>Designed for students majoring in business, this thoroughly updated eighth edition both describes today's multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalization, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.</p>
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