Global Marketing Management

by Masaaki Kotabe, Kristiaan Helsen (Contributor), John Wiley & Sons (Contributor)

"Marketing goods and services around the world, transcending national and political boundaries, is a fascinating phenomenon. The phenomenon, however, is not entirely new. Products have been traded across borders throughout recorded civilization, extending back beyond the Silk Road that once connected East with West from Xian to Rome on land and the recently excavated sea trade route between the Roman Empire and India that existed 2,000 years ago. However, since the end of World War II, the world economy has experienced a spectacular growth rate never witnessed before in human history, largely led by large U.S. companies in the 1950s and 1960s, then by European and Japanese companies in the 1970s and 1980s, and subsequently joined by new emerging-market firms at the dawn of the 21st century. In particular, competition coming from the so-called BRICS countries (Brazil, Russia, India, China, and South Africa), among other emerging countries, has given the notion of global competition a touch of extra urgency and significance that you see almost daily in print media such as the Wall Street Journal, Financial Times, Handelsblatt, Nikkei Shimbun, and Folha de Sa�I p3 so Paulo, as well as on TV media such as Al Jazeera, BBC, and CNN. Some of the emerging-market multinational companies (MNCs) that have come to the forefront are Mexican bread company Bimbo that has overtaken an established company, Sara Lee; Chinese manufacturer Haier that has cracked the American market and is now the world's largest household appliance brand; and Suzlon of India, founded as a textile company, that is now exclusively devoted to the development of wind turbines and clean energy"--

Genres: Management, Business, Nonfiction

Unknown Binding

First published January 23, 1998

About the author

Masaaki (Mike) Kotabe