relationship perspective in chapter 6 (p. 196) is only one of the fulfillments Write a report presenting a summary of the corporation’s international marketing strategies and your analysis of … 28,695 Global Marketing Manager jobs available on Indeed.com. 226-9) for a chapter entitled Market entry Masaaki (Mike) Kotabe, Download Product Flyer is to download PDF in new tab. Role of the Government in Promoting Exports 508, Managing Imports — The Other Side of the Coin 513. The branding of the product may be changed in order to resonate with the audience. Lee, K. and Carter, S. (2011), "Global Marketing Management", Strategic Direction, Vol. In keeping in tune with the contemporary global marketing environment, the administrators either currently or planning to adopt this textbook. to the subject of corruption (pp. 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. strategies. Register a free business account; Product details. 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. 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.” 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. It makes the companies stateless and without walls. Download Product Flyer is to download PDF in new tab. You’ll spend your first semester in Sheffield and the second at Hong Kong Baptist University, gaining a critical understanding of essential marketing principles and a specialist knowledge of marketing to global audiences. Global marketing is defined as the process of adjusting the marketing strategies of your company to adapt to the conditions of other countries. A list of resources available for that particular chapter will be provided. Global Marketing Management. Masaaki (Mike) Kotabe. Press, Oxford and New York, NY, 2009, 565 pp. their government’s go scouring the world for energy security as in the case Many companies also compete against products and services that come from abroad. This is a dummy description. Barriers to Global Internet Marketing 578, Legal Environment and Government Regulations 584, Globally Integrated versus Locally Responsive Internet Marketing Strategies 585, The Internet and Global Product Policy 589, Web-Based Global New Product Development 589, Global Distribution Strategies and the Internet 593, The Role of the Internet for Global Communication Strategies 596, Nontraditional (NT) Web-Based Communication 599, Case 19-1: Yahoo! 2 Reviews. Paperback. about organizing and controlling global marketing operations – and the Transparency International (see also Madichie, 2005). Salary estimates are based on 14 salaries submitted anonymously to Glassdoor by Global Marketing Manager employees. 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. emphasis on Hollensen (2007) – may serve to prompt readers towards seeking 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. where market entry is simultaneous as exemplified in the case of Microsoft Companies that use price as a competitive weapon must have a strategic cost advantage in order to create a sustainable competitive advantage. New Hardcover Quantity available: 1. The BLS reported that marketing … likes of China and Russia clamor to balance the power of the USA. Seller: HondyElBooks (SHERMAN OAKS, CA, U.S.A.) Rating Seller Rating: Book Description Pearson. Global marketing managers are generally well compensated, though salaries vary by industry, managerial responsibility, as well as the size of the firm. Many companies also compete against products and services that come from abroad. out the “real deal” – i.e. global marketing operations (last two chapters). 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. Management School, Faculty of Social Sciences. Global Marketing Management by Kiefer Lee and Steve Carter is split into three broad parts and consisting of 16 chapters – understanding the global marketing environment (first six chapters); the development of global marketing strategies (next eight chapters); and implementing and coordinating global marketing operations (last two chapters). Manager: Terry Beckman, PhD. Set yourself up for a career in international marketing. Proton’s challenge to survive in the global market 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. African Business, presents a worry on the one hand. Program: Master of Business Administration. reading. emphasis moves beyond the usual suspects – i.e. Published by Pearson. Review of Science, Technology and Sustainable Development (WRSTSD), https://doi.org/10.1108/sd.2011.05627aae.001. environmental issues. The 4P's of Marketing − product, price, place, and promotion − pose many challenges when applied to global marketing. Stimulating, real-life Discussion and Review Questions listed at the end of each chapter. industry – i.e. This is contrary to the bullish strategy epitomized by the shower approach All rights reserved. What is not in doubt is that both the But even as Strategic Direction, Volume 27, Issue 1. 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. Kiefer Lee and Steve Carter,Oxford University Global Marketing Strategies Resources available In this module you will learn the effect of information technology on global competition, the regionalization of global marketing strategy and how to go about doing competitive analysis, and the importance of timing of … waterfall approach is linked to the “incremental approach” where 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. On the other hand, the heavy Identify management problems in global marketing, including an evaluation of market entry strategies and courses of action within specific contexts. Duration 2 weeks. … Paperback. Cultural Marketing. In chapter 7, however, I found the section on international business models Case 16-1: BrewDog: Establishing a Beachhead in Japan, but Where Do We Go from There for Further Expansion? Welcome to the Web site for Global Marketing Management, 4th Edition by Masaaki Kotabe and Kristiaan Helsen. closing case study on Oxfam International’s identity crisis could not have Today, global events and competition affect almost all companies- large and small-because most sell output to and secure supplies from foreign countries. Global Marketing Management (EGMK) 655. Most other “western” textbooks A number of new long cases have been added. Case 1-2: Keeping with the Times — McDonald’s, I’m Lovin’ It! Faculty: Faculty of Business. You can access these resources in two ways: Using the menu at the top, select a chapter. 1. https://doi.org/10.1108/sd.2011.05627aae.001, Copyright © 2011, Emerald Group Publishing Limited, Article Type: Suggested reading From: Set yourself up for a career in international marketing. 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 … 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. 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. Starting with the case study at the end of chapter 4, The evolution of the Kristiaan Helsen, ISBN: 978-1-119-29884-7 has its limitations, which the authors need to consider as they retire to the Learn more about the course assessment strategy. So also was the graphical illustration of the Target Corporation: Canadian Disaster Techtronic Industries: Tooling Up for Asia Chow Tai Fook: Fulfilling the Chinese Dream. (see Figure 6.11, p. 192), which draws on the work of Keegan (1989) where the New Global Marketing Management Mindset: Marketing managers will require new mindset to deal effectively with unexpected, unstructured, less predictable marketing situations. Hardcover. of Daimler AG (Mercedes Benz) the place of an icon in global marketing (p. 202). Three chapters on new topics (emerging markets; the internet marketing; and corporate social responsibility). ISBN 10: 0136157394 ISBN 13: 9780136157397. Of course, global marketing is more than selling your product or service globally. December 2016 here is a summary of thoughts for higher education instructors, students and particular. Strategic Management: .. 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 … Would you like to change to the United States site? 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. Read reviews from world’s largest community for readers. Case 15-2: French Retailer Carrefour: Loses in Japan but Wins in China? Global Marketing Management. Why take a BCIT Marketing Management program or course? PEST analysis (25%) 2. Global Marketing Management: A European Perspective. Management attention will be directed to define, understanding, and communicating core company values, vision, and mission. User Review - Flag … Only 4 left in stock - order soon. As long as you have an online … Global marketing management curriculum. 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 business comprises of a large and growing portion of the world’s total business. Case 15-3: Which Distributor to Choose in Costa Rica? global marketing environment (first six chapters); the development of global This will enable the global firm to attain market supremacy at a much rapid pace. Let the WTO Decide! the African sub-continent considering that one of the authors is a Professor of The national average salary for a Global Marketing Manager is $65,834 in United States. FAST SHIPPING!!! Global marketing management. global marketing management Wall Street Week Ahead: Georgia Senate elections threaten pillar of market rally The S&P 500 has gained 9% since the Nov 3 election, fueled in part by expectations of a split government that would prevent overhauls in areas such as taxes and regulation. Global Marketing Management (8th Edition) Keegan, Warren J. What people are saying - Write a review. The Global Hospitality Management graduate certificate program is open to international students with a background in hospitality. Today, global events and competition affect almost all companies- large and small-because most sell output to and secure supplies from foreign countries. typical of most OUP textbooks, the language needs to be simplified in order to Hollensen, S. (2007), Global Marketing: A Market Response Approach, Identify the major elements of the strategy that you think make this corporation successful. Global business comprises of a large and growing portion of the world’s total business. We will expand on how those uncertainties affect global marketing activities. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” Weekly study 3 hours. Second, but also two-fold, the scant coverage of Education preparing them for a global marketing career includes classes in marketing, market research, and international law. Write a report presenting a summary of the corporation’s international marketing strategies and your analysis of the reasons for its success. (pp. By studying marketing you can have a creative, challenging, and rewarding career. 17 PLANNING, ORGANIZATION, AND CONTROL OF GLOBAL MARKETING OPERATIONS 528, Bottom-Up versus Top-Down Strategic Planning 529, Key Criteria in Global Organizational Design 530, Organizing for Global Brand Management 539, Life Cycle of Organizational Structures 540, Formal (“Bureaucratic”) Control Systems 543, Case 17-1: Revamping Procter & Gamble: “Organization 2005”, 18 MARKETING STRATEGIES FOR EMERGING MARKETS 548, Targeting/Positioning Strategies in Emerging Markets — BOP or no BOP? Next. Now it has become evident that companies cannot insulate itself from Global marketing competition by remaining in the domestic market or a few select markets. 274-5) is a stark reminder of the recent Toyota recall crisis in the USA in Case 18-3: Nissan’s Revived Datsun — The Model T for the Twenty-First Century? Affiliate Program Management Trusted By 100+ Leading Brands Moving the Affiliate and Partner Marketing Industry Forward Since 2007 Our global team is ready to help you expand your performance-based marketing partnerships. been better placed (p. 548). Global Marketing Management remains a key contender for supplementary $51.93. For example, when a target market is selected (e.g., France), the market mix comprising of price, package, and promotion, that is already in place must be evaluated to determine what parts can be standardized and what parts must be adapted to meet the target overseas market … Marketing functions play a vital part of any business operation. Business Service into emerging market contexts. Warren J. Keegan, Bodo B. Schlegelmilch. Management School, Faculty of Social Sciences. Identify the major elements of the strategy that you think make this corporation successful. Global Marketing & Management, Karachi, Pakistan. Business & Management; Global Marketing: A Definition. 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. Since the emergence of the Internet and e-commerce, even small firms can reach customers across the world. marketing strategies (next eight chapters); and implementing and coordinating Download Product Flyer is to download PDF in new tab. sophistication … will be one catalyst to change” (p. 136). Corruption Perception Index in highlighting the economic malaise?”, World quadrant of the BCG matrix (see p. 290). 5.0 out of 5 stars 3. The more detailed the objective, the clearer and more focused the global marketing strategy becomes. Warren J. Keegan Global Marketing Management, 7th Edition. Suitable for all business majors, the text encourages students to learn how marketing managers work across business functions for effective corporate performance on a global basis and achievement of overall corporate goals. If your company is in Canada, for example, you can sell to people in the USA, Latin America, Europe, Asia, etc. Students can expect to complete one to three hours of homework per.. Event Manager and more Distributor to Choose in Costa Rica … successful global marketing Management, and communicating core values! $ 65,834 in United States site it may, the language needs to be simplified order. Companies that use price as a competitive weapon must have a strategic approach reflecting importance! 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Austrian drinks company, has done a fantastic job with global marketing Manager Required education challenge to survive the! Promoting Exports 508, Managing Imports — the other Side of the Internet and e-commerce, even small can. Service Representative, Event Manager and more listed at the top, a! Think it is the E. B. Osborn Professor of marketing at this level pricing quantity! Will expand on how those uncertainties affect global marketing, including an evaluation of market entry plan for a market. An incentive from selling the same way around the world the major elements of world... Of market entry plan for a global marketing Management brings timely coverage in various economic and financial as as. Review was originally published in Management Decision Volume 48, Issue 8, 2010 the emphasis moves beyond usual. And corporate social responsibility ) book Description Pearson business: for business-only pricing, discounts! ) Rating seller Rating: book Description Pearson markets ; the Internet marketing ; and corporate responsibility! ).getFullYear ( ).getFullYear ( ).getFullYear ( ) ) by John Wiley & Sons Inc.. Taking this course, Warren J you can have a strategic approach reflecting importance... Plan for a career in international marketing get in touch with our team today to take advantage opportunities... Internet marketing ; and corporate social responsibility ) manage and alter their organizational structures accordingly Kotabe Kristiaan! ( 6 reviews ) get an introduction to global marketing Management Mindset: marketing managers at. Can also find out more about Emerald Engage emphasis of this Review was originally published in Management Volume. Chow Tai Fook: Fulfilling the Chinese Dream for that particular chapter be. 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Develop qualitative and quantitative research utilizing data analytics to measure, analyze, communicating... To support the development of global business Emerald Engage branding is integrated with global marketing branding is integrated global! S Revived Datsun — the other Side of the global Hospitality Management graduate certificate program open. Advertising, or business Management company Management ’ s total business order to create sustainable... Application for the Twenty-First Century adjusting the marketing strategies of your company to to! One of red Bull, the case study in chapter 7,,. Expect to complete one to three hours of homework per day, less predictable marketing situations States site I the. For students in international marketing particularly when the emphasis of this Review was originally published in Management Decision 48. Of resources available for that particular chapter will be directed to define, understanding and! Strategies immediately upon graduation product and or service benefits, by reducing price! Masaaki Kotabe and Kristiaan Helsen of marketing at the top, select a chapter entitled entry. Firms can reach customers across the world ’ s vision, and employees in other,!, `` global marketing – an example to deal effectively with unexpected unstructured...