Global Marketing Management, 5th Editionby Masaaki (Mike) Kotabe (Temple University); Kristiaan Helsen (Hong Kong University of Science and Technology)
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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 five years. He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and China Europe International Business School (CEIBS) in Shanghai, China. Dr. Helsen received his Ph.D. in Marketing at the Wharton School of the University of Pennsylvania.
His research areas include promotional strategy, competitive strategy, and hazard-rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing research, and European Journal of Operations Research, among others. Dr. Helsen is on the editorial board of the International Journal of Research in Marketing.
Table of Contents
|Global Economic Environment|
|Global Cultural Environment and Buying Behavior|
|Global Political and Legal Environment|
|Global Marketing Research|
|Global Segmentation and Positioning|
|Global Marketing Strategies|
|Global Market Entry Strategies|
|Global Product Policy Decisions Part 1|
|Global Product Policy Decisions Part 2|
|Communicating with the World Consumer|
|Global Logistics and Distribution|
|Planning, Organization, and Control of Global Marketing Operations|
|Marketing in Emerging Markets|
|Global Marketing and the Internet|
|Table of Contents provided by Publisher. All Rights Reserved.|