Global Marketing Management, 2nd Edition 全球营销管理 pdf 在线 2025 epub 免费 书籍 下载

We have been using the Kotabe/Helsen book for our International Marketing course at the undergraduate level, delivered by satellite to 26 ITESM compuses throughout Mexico. This book covers the subjects most clearly and offers the instructors very useful materials, especially the video and the internet exercises on its website, among others. It is truly second to none. -- Dr. Carlos Ruy Martinex, Instituto Technologico y de Estudios Superiores de Monterrey, Mexico (ITESM).

This is an excellent text that goes beyond fulfilling the basic function of facilitating students' understanding of important concepts in global marketing. The additional coverage of global competitive analysis is comprehensive, adding stufents in developing an awareness of the fundamentals and the complexity involved in the development of global marketing strategies. A define bonus can be found in the cases, with their portrayals of well-known global companies marketing their products in different regions. This feature resonates well with the familiarity and knowledge most students posses of these companies. Concurrently, these cases provide an excellent "hands-on" experience for students in marketing products in nations with diverse backgrounds. -- Janet Y. Murray, City University of Hong Kong

The conceptural framework developed in this book will facilitate an in-depth study of international marketing issues. ...well-thought out and structured analysis of several important concepts. A comprehensive set of tools is presented so that students can analyze and understand the global marketplace. The examples are application oriented and focus on interesting business practices. Country coverage is extensive. The global perspectives sections are a area major strength of the book. It provides unique and novel insights on the strategies of multinational corporation in a wide range of situations and countries -- D. Maheswaran, New York University

This text definitely portrays modern teaching concepts in global marketing - much more holistic examination of the marketing function -- Hildy Teegan, The George Washington University

The authors' tone and style shall appeal to our students. They write in a clear and comprehensive style. ...The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising technology retailing, etc. add to the students' learning experience -- K.C. Dhawan, Concordia University/Montreal

PART ONE:GLOBALIZATION

　1　GLOBALIZATION IMPERATIVE

　　Why Global Marketing is Imperative

　　Globalization of Markets and Competition

　　　International Trade versus

　　　International Business

　　　Who Manages International Trade?

　　Evolution of Global Marketing

　　　What is Marketing?

　　　Domestic Marketing

　　　Export Marketing

　　　International Marketing

　　　Multinational Marketing

　　　Global Marketing

　　The Impact of Economic Geography and Climate on Global Marketing

　　The Impact of the Internet on Global Marketing

PART TWO:GLOBAL MARKETING ENVIRONMENT

　2　GLOBAL ECONOMIC ENVIRONMENT

　　Intertwined World Econon~y

　　　Foreign Direct Investment

　　　Portfolio Investment

　　Country Competitiveness

　　　Changing Country Competitiveness

　　　Human Resources and Technology

　　Evolution of Cooperative Global Trade Agreements

　　　General Agreements on Tariffs and Trade World Trade Organization

　　　Financial Services in WTO/GATT

　　　WTO and E-Commerce

　　U.S. Position in Foreign Direct Investment and Trade

　　　U.S. Direct Investment Overseas

　　　Foreign Direct Investment in the United States

　　　Balance of Payments Position

　　Information Technology and the Changing Nature of Competition

　　　Value of Intellectual Property in Information Age

　　　Proliferation of e-commerce and regulations

　　Regional Economic Arrangements Free Trade Area

　　　Customs Union

　　　Common Market

　　　Monetary Union

　　　Political Union

　　Multinational Corporations

　3　GLOBAL FINANCIAL ENVIRONMENT

　　Historical Role of the U.S. Dollar

Development of Today's International Monetary System

　　　The Bretton Woods Conference

　　　The International Monetary Fund

　　　The International Bank for Reconstruction and Development

　　Fixed Versus Floating Excnange Rates

　　 Currency Blocs

　　Foreign Exchange and Foreign Exchange Rates

　　　Purchasing Power Parity　70

　　　Forecasting Exchange Rate Fluctuation

　　　Coping with Exchange Rate Fluctuations

　　　Spot versus Forward Foreign Exchange

　　　Exchange Rate Pass-Through

　　Balance of Payments

　　　The Internal and External Adjustments

　　　The Asian Financial Crisis

　　　The Nature of the Asian Financial Crisis

……

PART THREE:DEVELOPMENT OF COMPETITIVE MARKETING STRATEGY

PART FOUR:GLOBAL MARKETLNG STRATEGY DEVELOPMENT

PART FIVE:MANAGING GLOBAL OPERATIONS

SUBJECT INDEX

AUTHOR INDEX

COMPANY INDEX

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