Description
Wiley India International Marketing 8Th Edition 2022 by Masaaki Mike Kotabe, Kristiaan Helsen
International Marketing, 8th Edition combines academic rigor, 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 recognize how marketing managers work across business functions to achieve overall corporate goals. The authors provide relevant historical background and offer logical explanations of current trends based on information from marketing executives and academic researchers around the world.
About the Author
Masaaki Kotabe holds the Washburn Chair Professorship in International Business and Marketing at the Fox School of Business 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 served as President of the Academy of International Business in 2016–2017.
Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for 5 years. He has lectured at Nyenrode University (the Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and CEIBS (Shanghai). His research areas include promotional strategy, competitive strategy, and hazard rate modeling.
Prateek Maheshwari is an Assistant Professor of marketing at the Indian Institute of Foreign Trade (IIFT), New Delhi. A passionate teacher and mentor, Dr. Maheshwari has many years of both academic and corporate experience. He is an advocate of collaborative and experiential learning, and strongly believes that the true purpose of education is to make minds, not careers. He is constantly motivated to explore and investigate emerging research issues in the field of Marketing and General Management.
TABLE OF CONTENTS
1 Globalization Imperative
Why Global Marketing Is Imperative
Major Trends Affecting Global Business Environment Today
The Fluid Nature of Global Competition
Globalization of Markets: Convergence and Divergence
Evolution of Global Marketing
Challenges and Scope of Global Marketing
The Driving and Restraining Forces
2 Global Economic and Financial Environment
Intertwined World Economy
Country Competitiveness
Emerging Economies
Evolution of Cooperative Global Trade Agreements
Information Technology and the Changing Nature of Competition
Regional Economic Arrangements
Multinational Corporations
Historical Role of the U.S. Dollar
Development of Today’s International Monetary System
Foreign Exchange and Foreign Exchange Rates
Balance of Payments
Economic and Financial Turmoil Around the World
Marketing in the Euro Area
3 Global Cultural Environment and Buying Behavior
Meaning of Culture
Elements of Culture
Cross‐Cultural Comparisons
Adapting to Cultures
Culture and the Marketing Mix
COVID-19: Changing Consumer Behavior and Marketing Implications
Marketing Failures Due to Cultural Mistakes
4 Political and Legal Environment
Political Environment—Individual Governments
Various Political Systems and Their Impact on Business Environment
Political Environment—Social Pressures and Political Risk
Terrorism and The World Economy
International Agreements
International Law and Local Legal Environment
Global Legal Systems and Differences
Issues Transcending National Boundaries
5 Global Marketing Research
Research Problem Formulation
Secondary Global Marketing Research
Primary Global Marketing Research
Leveraging the Internet for Global Market Research Studies
Market Size Assessment
New Market Information Technologies
Marketing Intelligence for the International Market
Managing Global Marketing Research
6 Global Segmentation and Positioning
Reasons for International Market Segmentation
International Market Segmentation Approaches
Segmentation Scenarios
Bases for International Market Segmentation
International Positioning Strategies
Global, Foreign, and Local Consumer Culture Positioning
Co-Branding in an International Marketing Context
7 Global Marketing Strategies
Information Technology and Global Competition
Global Strategy
Global Marketing Strategy
R&D, Operations, and Marketing Interfaces
Regionalization of Global Marketing Strategy
Competitive Analysis
Strategic Tools for Global Marketing
8 Global Market Entry Strategies
Country Selection
Scale of Entry
Choosing the Mode of Entry
Exporting
Licensing
Franchising
Expanding through Joint Ventures and Alliances
Drivers behind Successful International Joint Ventures
Wholly Owned Subsidiaries
Dynamics of Entry Strategies
Timing of Entry
Exit Strategies
9 Global Product Policy Decisions I: Developing New Products for Global Markets
Standardization versus Customization
Multinational Diffusion
Developing New Products in the Global Marketplace
Truly Global Product Development
10 Global Product Policy Decisions II: Marketing Products and Services
Global Branding Strategies
Management of Multinational Product Lines
Product Piracy
Country‐of‐Origin (COO) Effects
Global Marketing of Services
11 Global Pricing
Drivers of Foreign Market Pricing
Managing Price Escalation
Pricing in Inflationary Environments
Global Pricing, Currency Fluctuations, and Tariffs
Transfer Pricing
Global Pricing and Antidumping Regulation
Price Coordination
12 Global Communication Strategies
Global Advertising and Culture
Setting the Global Advertising Budget
Creative Strategy
Global Media Decisions
Advertising Regulations
Choosing an Advertising Agency
Advertising Failures at the Global Level
Other Communication Platforms
Globally Integrated Marketing Communications (GIMC)
13 Sales Management
Market Entry Options and Salesforce Strategy
Types of Selling
Cultural Considerations
Impact of Culture on Sales Management and Personal Selling Process
Leveraging Digital Technologies for Selling
Cross‐Cultural Negotiations
Expatriates
14 Global Logistics and Distribution
Definition of Global Logistics
Managing Physical Distribution
Managing Sourcing Strategy
Free Trade Zones
International Distribution Channel
15 Export and Import Management
Organizing for Exports
Indirect Exporting
Direct Exporting
Mechanics of Exporting
Role of the Government in Promoting Exports
India’s Exports: New Opportunities and Challenges
Export Oriented Policies of India
Managing Imports—The Other Side of the Coin
Mechanics of Importing
Gray Markets
16 Planning, Organization, and Control of Global Marketing Operations
Global Strategic Marketing Planning
Key Criteria in Global Organizational Design
Organizational Design Options
Organizing for Global Brand Management
Life Cycle of Organizational Structures
Control of Global Marketing Efforts
17 Marketing Strategies for Emerging Markets
Emerging Markets
Competing with the New Champions
Targeting/Positioning Strategies in Emerging Markets—BOP or no BOP?
Entry Strategies for Emerging Markets
Product Policy
Pricing Strategy
The Distribution Challenge
Communication Strategies for Emerging Markets
18 Global Marketing and the Internet
Barriers to Global Internet Marketing
Global Internet Consumers
Digital Transformation and its Strategies
Digital Marketing Tools and Strategies
Globally Integrated versus Locally Responsive Internet Marketing Strategies
The Internet and Global Product Policy
Web‐Based Global New Product Development
Global Pricing and the Web
Global Distribution Strategies and the Internet
The Role of the Internet for Global Communication Strategies
Uberization and Emerging Business Formats
19 Sustainable Marketing in the Global Marketplace
Global Corporate Citizenship
CSR Related Rules and Compliances in India
Major Areas of CSR
Marketing and Branding through CSR
The Case for Sustainability
Challenges for Sustainability Strategies
Sustainable Marketing and Global Consumers
Developing and Implementing a Sustainable Strategy
Global Stakeholder Engagement Programs
Sustainable Marketing Mix Policy for the Global Marketplace
Crisis Management and Consumer Boycotts
Summary
Key Terms
Review Questions
Discussion Questions
Further Reading
Subject Index
Name Index
Company Index