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Offering more real-world application and experience, this book arms marketing managers with a true understanding of the concepts needed to achieve a global reach. The fifth edition presents comprehensive coverage of all the latest trends and hot topics in the field. It emphasizes the multilateral nature of marketing, preparing them to manage global marketing activities in an increasingly competitive environment. The approach discusses marketing with an interdisciplinary, cross-functional perspective, where the marketing manager has a sound understanding of how the various functional areas interface with marketing.
Special Features
Uncovers all the latest trends and hot topics in the field
Emphasizes the multilateral nature of marketing
Prepares readers to manage global marketing activities in an increasingly competitive environment
Presents marketing with an interdisciplinary, cross-functional perspective
Shows how the various functional areas interface with marketing
About The Author
Masaaki "Mike" Kotabeholds the Washburn Chair Professorship in International Business and Marketing and is Director of Research at the Institute of Global Management Studies at the Fox School of Business and Management at Temple University. Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr. Kotabe also served as the Vice President of the Academy of International Business in the 1997-1998 term. He received his Ph.D. in Marketing and International Business from Michigan State University. Dr. Kotabe teaches international marketing, global sourcing strategy, and Asian business practices at the undergraduate and MBA levels and theories of international business at the doctoral level. He has lectured widely at various business schools around the world. For his research, he has worked closely with leading companies such as AT&T, NEC, Nissan, Philips, Sony, and Ito-Yokado (parent of 7-eleven stores), and served as adviser to the United Nations` and World Trade Organization`s Executive Forum on National Export Strategies.
Dr. Kotabe has written many scholarly publications. His research has appeared in numerous journals including Journal of Marketing, Journal of International Business Studies, Strategic Management Journal, and Academy of Management Journal. His books include Global Sourcing Strategy: R&D Manufacturing, Marketing Interfaces (1992), Japanese Distribution System (1993), Anticompetitive Practices in Japan (1996), MERCOSUR and Beyond (1997), Marketing Management (2001), Market Revolution in Latin America: Beyond Mexico (2001), and Emerging Issues in International Business Research (2002). He currently serves as the Editor of the Journal of International Management and is or has been on the editorial boards of numerous other journals. He also serves as an Adviser to the Institute of Industrial Policy Studies (IPS) National Competitiveness Report.
ISBN 9788126534128
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Pages : 549
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