Global Marketing Management

An indispensable resource for students of marketing, management, and international business
 
In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.
 
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
* Thoroughly updated examples and case studies with contemporary information
* An ongoing emphasis on the increased volatility and uncertainty of today's global markets
* Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
* New explorations of major global environmental and ethical issues
* New chapters on emerging markets, internet marketing, and corporate social responsibility

List of contents

1 Globalization Imperative 1
 
Why Global Marketing Is Imperative 4
 
Saturation of Domestic Markets 4
 
Emerging Markets 4
 
Global Competition 5
 
Global Cooperation 6
 
Internet Revolution 7
 
The Fluid Nature of Global Competition 8
 
Globalization of Markets: Convergence and Divergence 12
 
International Trade versus International Business 13
 
Who Manages International Trade? 17
 
Evolution of Global Marketing 19
 
What Is Marketing? 19
 
Domestic Marketing 20
 
Export Marketing 22
 
International Marketing 23
 
Multinational Marketing 24
 
Global Marketing 24
 
The Impact of Economic Geography and Climate on Global Marketing 26
 
Summary 28
 
Key Terms 28
 
Review Questions 28
 
Discussion Questions 28
 
Further Reading 29
 
Appendix: Theories of International Trade and the Multinational Enterprise 30
 
2 Economic Environment 38
 
Intertwined World Economy 40
 
Foreign Direct Investment 42
 
Portfolio Investment 44
 
Country Competitiveness 46
 
Changing Country Competitiveness 46
 
Human Resources and Technology 46
 
Emerging Markets 48
 
Evolution of Cooperative Global Trade Agreements 51
 
General Agreements on Tariffs and Trade 51
 
World Trade Organization 51
 
Information Technology and the Changing Nature of Competition 59
 
Value of Intellectual Property in Information Age 59
 
Proliferation of E- Commerce and Regulations 61
 
Regional Economic Arrangements 62
 
Free Trade Area 63
 
Customs Union 65
 
Common Market 66
 
Monetary Union 66
 
Political Union 67
 
Multinational Corporations 67
 
Summary 69
 
Key Terms 70
 
Review Questions 70
 
Discussion Questions 71
 
Further Reading 72
 
3 Financial Environment 73
 
Historical Role of the U.S. Dollar 74
 
Development of Today's International Monetary System 75
 
The Bretton Woods Conference 75
 
The International Monetary Fund 76
 
The International Bank for Reconstruction and Development 77
 
Fixed versus Floating Exchange Rates 78
 
Currency Blocs 80
 
Foreign Exchange and Foreign Exchange Rates 81
 
Purchasing Power Parity 81
 
Forecasting Exchange Rate Fluctuation 83
 
Coping with Exchange Rate Fluctuations 83
 
Spot versus Forward Foreign Exchange 86
 
Exchange Rate Pass- Through 88
 
Cryptocurrencies: A New Development 88
 
Balance of Payments 89
 
The Internal and External Adjustments 93
 
Economic and Financial Turmoil around the World 94
 
Asian Financial Crisis (1997-1998) and Its Aftermath 94
 
The South American Financial Crisis (2001-2002) and Its Aftermath 95
 
The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis (2007-2009) 95
 
The COVID- 19 Pandemic (2020-Present) Causing the Worst Recession Since World War II 96
 
Economic and Financial Crises in Perspective 97
 
Responses to the Global Financial Crises 97
 
Marketing in the Euro Area 101
 
Historical Background 101
 
Ramifications of the Euro for Marketers 104
 
Summary 107
 
Key Terms 108
 
Review Questions 108
 
Discussion Questions 108
 
Further Reading 109
 
4 Global Cultural Environment and Buying Behavior 110
 
Meaning of Culture 112
 
Element

Summary

An indispensable resource for students of marketing, management, and international business

In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today's economy and an insightful exploration of the future of marketing to an international audience. You'll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments.

The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides:
* Thoroughly updated examples and case studies with contemporary information
* An ongoing emphasis on the increased volatility and uncertainty of today's global markets
* Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities
* New explorations of major global environmental and ethical issues
* New chapters on emerging markets, internet marketing, and corporate social responsibility

Product details

• Authors: Kristiaan Helsen, Helsen Kristiaan, KOTABE, M Kotabe, Masaaki (Mike) Kotabe, Masaaki (Mike) (The University of Texas At Kotabe, Masaaki (Mike) Helsen Kotabe
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 30.11.2022
• EAN: 9781119888765
• ISBN: 978-1-119-88876-5
• No. of pages: 800
• Subjects: Social sciences, law, business > Business > Management; Marketing, Marketingmanagement, Business & management, Wirtschaft u. Management, Marketing & Sales, Marketing u. Vertrieb