Global marketing management / Masaaki Kotabe , Kristiaan Helsen.

Includes bibliographical references and indexes.

Globalization -- Globalization Imperative -- Why Global Marketing is Imperative -- Globalization of Markets and Competition -- Evolution of Global Marketing -- The Impact of Economic Geography and Climate on Global Marketing -- The Impact of the Internet on Global Marketing -- Global Marketing Environment -- Global Economic Environment -- Intertwined World Economy -- Country Competitiveness -- Evolution of Cooperative Global Trade Agreements -- U.S. Position in Foreign Direct Investment and Trade -- Information Technology and the Changing Nature of Competition -- Regional Economic Arrangements -- Multinational Corporations -- Global Financial Environment -- Historical Role of the U.S. Dollar -- Development of Today's International Monetary System -- Foreign Exchange and Foreign Exchange Rates -- Balance of Payments -- The Asian Financial Crisis -- Marketing in Euro-Land -- Global Cultural Environment -- Defining Culture -- Elements of Culture -- Cross-Cultural Comparisons -- Adapting to Foreign Cultures -- Culture and the Marketing Mix -- Organizational Cultures -- Cross-Cultural Negotiations -- Political and Legal Environment -- Political Environment--Individual Governments -- Political Environment--Social Pressures and Political Risk -- International Agreements -- International Law and Local Legal Environment -- Issues Transcending National Boundaries -- Development of Competitive Marketing Strategy -- Global Marketing Research -- Research Problem Formulation -- Secondary Global Marketing Research.

The ultimate objective of this book is to help readers prepare for the 21st Century and become an effective manager overseeing global marketing activities in an increasingly competitive environment. Rather than being bound by the traditional bilateral (inter–national) view of competition and marketing, Kotabe and Helsen emphasize the multilateral (global) nature of marketing. This global approach also presents marketing in a cross– functional approach to the business operation.