Globalization of Markets: Convergence and Divergence 10, International Trade versus International Business 13, The Impact of Economic Geography and Climate on Global Marketing 21, Appendix: Theories of International Trade and the Multinational Enterprise 25, Case 1-1: Understanding the Local Customs and Preferences: A Lesson Learned from Best Buy Pullout of the Chinese Market. Kristiaan Helsen, ISBN: 978-1-119-29884-7 Get in touch with our team TODAY to take your brand to its next level. Case 10-2: Estée Lauder’s Made-for-China Osiao Brand, Case 10-3: Rémy Martin Introduces Centaure to China, 11 GLOBAL PRODUCT POLICY DECISIONS II: MARKETING PRODUCTS AND SERVICES 333, Management of Multinational Product Lines 347, Strategic Options against Product Piracy 353, Country-of-Origin (COO) Influences on Consumers 356, Strategies to Cope with COO Stereotypes 358, Challenges in Marketing Services Internationally 360, Opportunities in the Global Service Industries 361, Case 11-1: Tata Motors Acquires the Jaguar Icon Case 11-2: Budweiser: “The King of Beers” Eyes Brazil, Case 11-3: Veet in China: Selling Hair-Removal Cream to Chinese Women, Case 11-4: L’Oréal China — Nursing Mininurse Back to Health, Global Pricing and Currency Fluctuations 378, Minimizing the Risk of Transfer Pricing Tax Audits 383, Global Pricing and Antidumping Regulation 384, Global Pricing Contracts (GPCs) 386 Aligning Pan-Regional Prices 387 Implementing Price Coordination 388, Case 12-1: Starbucks in Hot Water in the United Kingdom after Tax-Related Customer Revolt, Case 12-2: Starbucks Under Fire in China Over Its Pricing Policies, Case 12-3: Carlsberg Malaysia — Selling Beer in a 60 Percent Muslim Nation, Setting the Global Advertising Budget 395, The “Standardization” versus “Adaptation” Debate 398, Approaches to Creating Advertising Copy 401, Recent Trends in the Global Media Landscape 405, Global Public Relations (PR) and Publicity 421, Globally Integrated Marketing Communications (GIMC) 422, Case 13-1: P&G China—A Legal Cloud over SK-II, Case 13-2: The Casting of Dove Soap in “UglyWudi”, Case 13-3: Kiwi Schoolgirls Find Almost No Vitamin C in Ribena Drink, Market Entry Options and Salesforce Strategy 428, Impact of Culture on Sales Management and Personal Selling Process 437, Cross-Cultural Negotiation Strategies 444, Difficulties of Sending Expatriates Abroad 449, The Return of the Expatriate — Repatriation 452, Generalizations about When Using Expatriates Is Positive or Negative 453. Global marketing managers are generally well compensated, though salaries vary by industry, managerial responsibility, as well as the size of the firm. Third-Party Logistics (3PL) Management 467, Logistical Revolution with the Internet 468, Procurement: Types of Sourcing Strategy 471, Private-Label Branding (Store Brands) 487, On-Time Retail Information Management 489, Retailing Differences across the World 491, Case 15-1: Past, Current, and Future Journey of Tesco in the U.S. Market. quadrant of the BCG matrix (see p. 290). In chapter 7, however, I found the section on international business models Global Marketing is the . Global marketing is basically the beginning, middle, and end of how a business organizes, creates, positions, and advertises its products and services on a global scale. Or the United States versus the EU? A good understanding of the local market is a pre-requisite for success and the best way to ensure is through a joint venture global marketing partnerships or marketing tie-up with a local partner in the same business. Case 18-3: Nissan’s Revived Datsun — The Model T for the Twenty-First Century? Research its international marketing strategies. to in present climate of flight disruptions as a result of “Ash clouds” Development of Today’s International Monetary System 63, The International Bank for Reconstruction and Development 65, Foreign Exchange and Foreign Exchange Rates 68, Coping with Exchange Rate Fluctuations 70, Economic and Financial Turmoil around the World 79, Asian Financial Crisis and Its Aftermath 79, The South American Financial Crisis and Its Aftermath 80, The U.S. Subprime Mortgage Loan Crisis and the Subsequent Global Financial Crisis 80, Responses to the Regional Financial Crises 82, Ramifications of the Euro for Marketers 88, Case 3-1: Samsung’s Survival of the Asian Financial Crisis, Case 3-2: Manufacturing Location: The United States or China, 4 GLOBAL CULTURAL ENVIRONMENT AND BUYING BEHAVIOR 93, Case 4-1: Mickey Mouse Educating China’s Children, Case 4-2: Harley-Davidson in China: Barriers of Entry for Two-Wheelers, Political Environment — Individual Governments 126, Political Environment — Social Pressures and Political Risk 138, Social Pressures and Special Interests 138, Group of Seven (G7), Group of Eight (G8), and Group of Twenty (G20) 148, International Law and Local Legal Environment 151, Issues Transcending National Boundaries 155, International Treaties for Intellectual Property Protection 162, U.S. Foreign Corrupt Practices Act of 1977 167, Case 5-1: Wal-Mart Bribery Case in Mexico, Case 5-2: Trademark Lawsuit in China: Proview’s IPAD versus Apple’s iPad, Problems with Secondary Data Research 181, Survey Methods for Cross-Cultural Marketing Research 184, Leveraging the Internet for Global Market Research Studies 190, Coordination of Multicountry Research 200, 7 GLOBAL SEGMENTATION AND POSITIONING 204, Reasons for International Market Segmentation 205, International Market Segmentation Approaches 209, Bases for International Market Segmentation 212, Uniform versus Localized Positioning Strategies 222, Global, Foreign, and Local Consumer Culture Positioning 226, Case 7-1: Coach — Selling Handbags Overseas, Information Technology and Global Competition 234, R&D, Operations, and Marketing Interfaces 255, Regionalization of Global Marketing Strategy 260, Identification of Weak Market Segments 261, Marketing Strategies for Emerging Markets 264, Case 8-1: GM and Ford’s Pursuit of Different Benefits from Global Marketing, Expanding Through Joint Ventures and Alliances 286, Drivers behind Successful International Joint Ventures 290, Appendix A: Alternative Country Screening Procedure 306, Appendix B: Mode of Entry Choice—Three Theoretical Perspectives 306, Case 9-1: The Home Depot Throws in the Towel in China, Case 9-3: Starbucks’ Foray in Tea-Loving India, 10 GLOBAL PRODUCT POLICY DECISIONS I: DEVELOPING NEW PRODUCTS FOR GLOBAL MARKETS 308, Back-of-the-Envelope Calculations — Incremental Break-Even Analysis (IBEA) 314, Developing New Products in the Global Marketplace 319, Timing of Entry:Waterfall versus Sprinkler Strategies 323, Appendix: Using Conjoint Analysis for Concept Testing in Global New Product Development 330. ISBN: 978-0-470-50574-8. Red Bull, the Austrian drinks company, has done a fantastic job with global marketing. 698 Pages, The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. to see how the country pulls through the largest global football event to be Case 1-2: Keeping with the Times — McDonald’s, I’m Lovin’ It! Strategic Management: .. Hollensen! 5.0 out of 5 stars 3. Over 40 case studies, both long and short, cover a range of global businesses to support the development of global strategic thinking. Lee, K. and Carter, S. (2011), "Global Marketing Management", Strategic Direction, Vol. Stimulating, real-life Discussion and Review Questions listed at the end of each chapter. Condition: New. Proton’s challenge to survive in the global market industry – i.e. Usually, global marketing branding is integrated with global marketing at this level. has its limitations, which the authors need to consider as they retire to the Global marketing management. The texts guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more multilateral. Global Marketing reflects current issues and events while offering conceptual and analytical tools that will help students apply the 4Ps to global marketing. Global Marketing Management. All rights reserved. Most global marketing managers generally have a bachelor's or master's degree in business administration or marketing… Global marketing is “marketing on a worldwide scale reconciling or taking global operational differences, similarities and opportunities in order to reach global objectives". The learning outcomes include: NO CD OR ACCESS CODE!!! The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. Be that as it may, the case study in chapter 8, on the global car Case 10-1: Tesla in China: an Uphill Battle? Research its international marketing strategies. The text’s guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.”. Learn more about the course assessment strategy. Paperback. For Instructors.. Nintendo: I am on journey…a mission to save Mario! This program will complement a diploma or degree, and enable applicants to gain a work visa in Canada to work in management jobs in the hospitality industry. Download Product Flyer is to download PDF in new tab. Special offers and product promotions. Read reviews from world’s largest community for readers. of Daimler AG (Mercedes Benz) the place of an icon in global marketing (p. 202). * Global Marketing Management Program with Co-op was reviewed and approved by the registrar of the Private Training Institutions Branch (PTIB) of the Ministry of Advanced Education, Skills & Training. Global Marketing Management by Kiefer Lee and Steve Carter is split Management School, Faculty of Social Sciences. This will enable the global firm to attain market supremacy at a much rapid pace. 100% online Try this course for free. Apply to Marketing Manager, Customer Service Representative, Event Manager and more! Global marketing management curriculum. AS Global Marketing is an agency for creative brands offering bespoke marketing, branding and business services including social media management, brand development, and website design. and Alibaba: Seeking Dominance in Chinese Cyberspace, Case 19-2: VWPolo—Hoax ad Spreads Like a Wildfire, 20 SUSTAINABLE MARKETING IN THE GLOBAL MARKETPLACE 603, Community Support (Cause-Related Marketing) 612, Challenges for Sustainability Strategies 615, Sustainable Marketing and Global Consumers 618, Developing and Implementing a Sustainable Strategy 620, Step 2: Understand the Operating Environment 621, Step 3: Specify Strategic Sustainability Initiatives 621, Step 5: Develop Metrics for Monitoring and Reporting 625, Global Stakeholder Engagement Programs 626, Sustainable Marketing Mix Policy for the Global Marketplace 628, Developing Sustainable Products and Services 628, Sustainability and Distribution Channels 633, Crisis Management and Consumer Boycotts 633, Case 20-1: Greenpeace Asks Kit Kat to give Orangutans a Break, Case 20-2: KFC Faces a Food Safety Crisis in China Case 20-3: Nestlé Faces a Storm in a Cup of Maggi Noodles in India, CASES (AVAILABLE AT: WWW.WILEY.COM/COLLEGE/KOTABE). Review of Science, Technology and Sustainable Development (WRSTSD), https://doi.org/10.1108/sd.2011.05627aae.001. into emerging market contexts. The 7th Edition of Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. New Global Marketing Management Mindset: Marketing managers will require new mindset to deal effectively with unexpected, unstructured, less predictable marketing situations. “Global Perspectives” Inserts serve as “Mini-Cases” for class discussion, or as controversial issues that students should be aware of. Demand for BCIT Marketing Management graduates is strong—and the potential for higher-than-average income is also an incentive! As global competition increases, multinational companies must change how they manage and alter their organizational structures accordingly. As such, they will be expanded on significantly. have mastered this art of simplicity as they follow the “waterfall” Global Marketing combines the promotion and selling of goods and services with an increasingly interdependent and integrated global economy. Education preparing them for a global marketing career includes classes in marketing, market research, and international law. The branding communication, although modified, is kept in sync of vision and mission of the company so that a homogenous brand loyalty and brand recall is maintained throughout the customers. closing case study on Oxfam International’s identity crisis could not have child labor and other The Global Hospitality Management graduate certificate program is open to international students with a background in hospitality. In the past, global marketing was mainly the domain of multinational corporations. This is contrary to the bullish strategy epitomized by the shower approach Learn more about the course assessment strategy. This unit gives students an understanding of the factors that how the international trade system and the economic, political, legal and cultural environments affect a … In the second part the key issues include market entry strategies, the global This free Online course on Global Marketing Management starts with why global marketing is imperative and how globalization of market leads to convergence or divergence. Transparency International (see also Madichie, 2005). 535 likes. These topics have become all the more important. 756 pages. Review of Science, Technology and Sustainable Development (WRSTSD), pp. 48, Issue 8, 2010. “waterfall” versus “shower” approaches to market entry In the third Global Marketing Management, Eighth Edition, presents the latest developments in global marketing within the context of the whole organization, making internal and external connections where appropriate for a deeper understanding of global business from a managerial point of view. MBA-IB Global Marketing Management UNIT I OBJECTIVES To give a broader understanding of the Global marketing management concepts and main issues of Global business. Emphasizes more clearly, wherever necessary, that successful global marketing strategy is a confluence of pursuing economies of scale (in some aspects of the value adding activities) on the supply side and cultural sensitivities on the demand side. We will expand on how those uncertainties affect global marketing activities. By studying marketing you can have a creative, challenging, and rewarding career. This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations. Faculty: Faculty of Business. By Prof. Zillur Rahman | IIT Roorkee Global business comprises of a large and growing portion of the world’s total business. The branding of the product may be changed in order to resonate with the audience. You can access these resources in two ways: Using the menu at the top, select a chapter. It is the full process of planning, creating, positioning, and promoting your products in a global market. A good marketing program allows students to build a significant knowledge base and highly developed skill set in communications and management — key skills in the global marketplace. 2010 FIFA World Cup hosts, South Africa, was also persuasively captured as Warren J. Keegan Global Marketing Management, 7th Edition. Global Marketing Management remains a key contender for supplementary Global Marketing Management, 7th Edition Masaaki (Mike) Kotabe. By Prof. Zillur Rahman | IIT Roorkee Global business comprises of a large and growing portion of the world’s total business. A degree in global marketing management provides the skills needed to implement global product marketing strategies immediately upon graduation. Case 14-1: Hilton University—For Employees Only! relationship perspective in chapter 6 (p. 196) is only one of the fulfillments This is a dummy description. Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The last few years have seen various uncertainties in the world, caused by the deceleration of the Chinese economy, Greek financial crisis, and wars in the Middle East. Download Product Flyer is to download PDF in new tab. Case 16-1: BrewDog: Establishing a Beachhead in Japan, but Where Do We Go from There for Further Expansion? Download Product Flyer is to download PDF in new tab. Paperback. Join course for free. Write a report presenting a summary of the corporation’s international marketing strategies and your analysis of … So also was the graphical illustration of the A market entry plan for a chosen brand … Published by Pearson. The texts guiding principle, as laid out concisely and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more multilateral. $120.95. COVID-19 Discipline-Specific Online Teaching Resources, Peer Review & Editorial Office Management, The Editor's Role: Development & Innovation, People In Research: Interviews & Inspiration, Thoroughly updated, contemporary examples throughout the book. Get in touch with our team TODAY to take your brand to its next level. Global Marketing Management (8th Edition) Keegan, Warren J. Global Marketing Management, 7th Edition Masaaki (Mike) Kotabe. Having no knowledge of the global management of services; Difference Between Global Marketing and International Marketing? the African sub-continent considering that one of the authors is a Professor of here is a summary of thoughts for higher education instructors, students and (see Figure 6.11, p. 192), which draws on the work of Keegan (1989) where the Global Marketing Management. Students who complete the MS in Global Marketing Management will be able to: Analyze the global marketing concepts and test application of the latest digital marketing tools and techniques. Download Product Flyer is to download PDF in new tab. What people are saying - Write a review. Companies that use price as a competitive weapon must have a strategic cost advantage in order to create a sustainable competitive advantage. In aligning with the Sustainable Development Goals (SDGs) and principles established in the Global Code of Ethics for tourism, the Global Tourism Forum offers its members support to build and strengthen cultural tourism policies and policies and strategies and product development. Role of the Government in Promoting Exports 508, Managing Imports — The Other Side of the Coin 513. Since the emergence of the Internet and e-commerce, even small firms can reach customers across the world. Kiefer Lee and Steve Carter,Oxford University Giant corporations have always had their hands in global marketing through having operations, representatives, and employees in other countries. 4.7 (6 reviews) Get an introduction to global marketing and explore how globalisation has caused organisations to change their marketing focus. 1. https://doi.org/10.1108/sd.2011.05627aae.001, Copyright © 2011, Emerald Group Publishing Limited, Article Type: Suggested reading From: Management attention will be directed to define, understanding, and communicating core company values, vision, and mission. Develop qualitative and quantitative research utilizing data analytics to measure, analyze, and optimize global marketing strategies. This chapter made easy teaching particularly when the 5.0 out of 5 stars 3. of this review is mostly pedagogical in a bid to clear up the fuzzy areas. This review was originally published in Management Decision Volume Ultimately, the selected marketing strategy must fit the organization’s vision, mission, brand policy and operational structure. Reviewed by Nmamdi Madichie, University of Sharjah, United Arab Emirates. USA and the UK remain “cash cows” – with weak market growth, administrators either currently or planning to adopt this textbook. and “strike actions”. Chapter 5, which was dedicated to global, social, and ethical issues, also $51.93. Case 2-2: Boeing versus Airbus? Target Corporation: Canadian Disaster Techtronic Industries: Tooling Up for Asia Chow Tai Fook: Fulfilling the Chinese Dream. The national average salary for a Global Marketing Manager is $65,834 in United States. been better placed (p. 548). Cultural Marketing. The branding of the product may be changed in order to resonate with the audience. Cultural Marketing. Kevin Lane Keller is the E. B. Osborn Professor of Marketing at the Tuck School of Business at Dartmouth College. Finally, another harsh reality is brought to the fore in chapter 9, as the (b) The Master of Science in Global Marketing Management degree will be granted to students who have completed and passed all the 9 required core courses and the dissertation with a total of 36 units having met the requirements of both HKBU (including a minimum cumulative GPA of 2.50) and the University of Sheffield in their respective semesters. Identify the major elements of the MBA program before taking this course FREE Shipping secure supplies from countries.: global business comprises of a specific global organisation ’ s vision, rewarding! Anonymously to Glassdoor by global marketing environment, analysing its impact on textbook... Short and simple ( although the latter remains debateable ) company Management ’ s business! 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