Global Marketing Management
Author: Masaaki Kotabe, Kristiaan Helsen
List Price: $114.95
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ISBN: 0471230626
Publisher: Wiley Text Books (31 October, 2003)
Sales Rank: 757,995
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
The best international marketing book ever
I used this book in my class at a leading school in Korea. Not only was I able to improve my teaching skills ("how" to deliver "what" topics in class) but also my students loved it so much. I also used it in my executive training with a huge success. This textbook is probably the most comprehensive one that is highly appealing to students and executive audience as well as the most academically sound. Examples in the book are superb in addressing various points. A great book!
Rating: 5 out of 5
The authors responding promptly to changes in world econ
I adopted this Update edition for my classes. The Update provides a thought-provoking, thorough, and insightful chapter on the implications of the Asian financial crisis and marketing in the Euro-land. The topics are exactly what students are craving for right now. A great book.
Rating: 5 out of 5
A thought-provoking book
Kotabe/Helsen team has really set the standard for the international marketing textbook market. I have read three other similar textbooks, but there is no other book measuring up to this one. They offer an excellent analysis of market converging and diverging forces adding to the complexities of global marketing and how to cope with them. Although I am not an academic, this book provides great conceptual foundations so useful for me to use in preparing my own presentations to the executive board at my company. They have plenty of excellent, well thought-out real-life examples, and those examples are so well built in along with conceptual frameworks that I come away with a lot of useful, and more importantly, usable knowledge. Similar Products
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