Includes bibliographical references and indexes.

This text prepares students to become effective managers overseeing global marketing activities, or to work with marketing people for corporate goals. There are sections on globalization, the global marketing environment, competitive marketing strategy, global marketing strategy, and managing global operations. Material is written from an interdisciplinary perspective, with orientations towards cultural sensitivity, research, and practice. This second edition contains a new chapter on the Internet and international marketing, and adds new cases. Kotabe is chair of international business and marketing, and director of research at the Institute in Global Management Studies at Temple University. Helsen teaches marketing at the Hong Kong University of Science and Technology

Chapter 1. Globalization Imperative -- Chapter 2. Economic Environment -- Chapter 3. Financial Environment -- Chapter 4. Global Cultural Environment and Buying Behavior -- Chapter 5. Political and Legal Environment -- Chapter 6. Global Marketing Research -- Chapter 7. Global Segmentation and Positioning -- Chapter 8. Global Marketing Strategies -- Chapter 9. Global Market Entry Strategies -- Chapter 10. Global Product Policy Decisions -- Chapter 11. Global Product Policy Decisions -- Chapter 12. Global Pricing -- Chapter 13. Global Communication Strategies -- Chapter 14. Sales Management -- Chapter 15. Global Logistics and Distribution -- Chapter 16. Export and Import Management -- Chapter 17. Planning, Organization, and Control of Global Marketing Operations -- Chapter 18. Marketing Strategies for Emerging Markets -- Chapter 19. Global Marketing and the Internet -- Chapter 20. Sustainable Marketing in the Global Marketplace {u2013} Cases.

Includes bibliographical references and index.