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Global Marketing Management, 8th Australia and New Zealand Edition

ISBN: 9781119667162

Global Marketing Management, 8th Australia and New Zealand Edition combines academic rigour, contemporary relevance, and student-friendly readability to review how marketing managers can succeed in the increasingly competitive international business environment. This in-depth yet accessible textbook helps students understand state-of-the-art global marketing practices and recognise how marketing managers work across business functions to achieve overall corporate goals. The author provides relevant historical background and offers logical explanations of current trends based on information from marketing executives and academic researchers around the world.

Designed for students majoring in business, this thoroughly updated eighth edition both describes today’s multilateral realities and explores the future of marketing in a global context. Building upon four main themes, the text discusses marketing management in light of the drastic changes the global economy has undergone, the explosive growth of information technology and e-commerce, the economic and political forces of globalisation, and the various consequences of corporate action such as environmental pollution, substandard food safely, and unsafe work environments. Each chapter contains review and discussion questions to encourage classroom participation and strengthen student learning.


  • Extensively updated contemporary examples and in-depth case studies

  • Coverage of current anti-global trends including Brexit, U.S. trade policies, the potential deceleration of the Chinese economy, and instabilities in the Middle East

  • Discussions of major environmental and ethical issues, such as climate change and the use of child labour in the global supply chain

Masaaki (Mike) Kotabe

Chapter 1. Globalization Imperative
Chapter 2. Economic Environment
Chapter 3. Financial Environment
Chapter 4. Global Cultural Environment and Buying Behaviour
Chapter 5. Political and Legal Environment
Chapter 6. Global Marketing Research
Chapter 7. Global Segmentation and Positioning
Chapter 8. Global Marketing Strategies
Chapter 9. Global Market Entry Strategies
Chapter 10. Global Product Policy Decisions I: Developing New Products for Global Markets
Chapter 11. Global Product Policy Decisions II: Marketing Products and Services
Chapter 12. Global Pricing
Chapter 13. Global Communication Strategies
Chapter 14. Sales Management
Chapter 15. Global Logistics and Distribution
Chapter 16. Export And Import Management
Chapter 17. Planning, Organisation, and Control of Global Marketing Operations
Chapter 18. Marketing Strategies for Emerging Markets
Chapter 19. Global Marketing and the Internet
Chapter 20. Sustainable Marketing in the Global Marketplace

As part of Wiley’s ongoing commitment to higher education, the Wiley Affordability Program is dedicated to providing you with premium Wiley learning resources at an affordable price. We believe that every student has a right to access quality resources, no matter what your budget. Now, we are even better equipped than before to do what we do best; help teachers teach and students learn.

E-Text: 9781119672128
Textbook: 9781119667162

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