Global Marketing Management prepares students to become effective managers overseeing global marketing activities in an increasingly competitive environment. The text’s guiding principle, as laid out clearly and methodically by authors Kotabe and Helsen, is that the realities of international marketing are more “multilateral.” The 5th Edition further addresses some peculiar phenomenon being observed in global marketing today.
Whether they choose to pursue marketing careers, all students learn how marketing managers can affect other business functions for effective corporate performance on a global basis and how to work effectively with others for the same corporate goal. Global Marketing Management brings timely coverage in various economic and financial as well as marketing issues that arise from the acutely recessionary market environment.
【Marketing Management: A Relationship Approach】 Svend Hollensen
Marketing Management: A Relationship Approach, 2/e takes the unique approach of linking relationship marketing to the traditional market planning models which are used by most marketers today. As globalisation continues, the need for creating and maintaining relationships between customers, suppliers and stakeholders, and personnel has become increasingly important in today's business environment.
Now in its second edition, this bestselling text bridges the gap between relationship marketing and traditional marketing, integrating this approach with the process of developing effective marketing plans. Drawing from an extensive range of international examples, Hollensen demonstrates how companies such as Ryanair, Harley Davidson, Red Bull and Lindt make use of relationship marketing theory in order to gain competitive advantage.
【Marketing Communications: Interactivity, Communities and Content】Chris Fill
Marketing Communications, 5th edition, is an essential resource for Marketing and Business degree students, as well as postgraduates studying for their CIM qualification.
- The text links theory to practice without overwhelming the reader with references to theories and models
- It combines breadth of coverage with a student-friendly style, making it the most complete and accessible introduction to Marketing Communications on the market
- It is supported by a full range of online supplements, including PowerPoints, Instructor Manual, student learning objectives and MCQs The text is structured into 6-parts:
Parts 1 and 2 focus on what Marketing Communications is and how it works.
Parts 3 and 4 look at the practical management and tools of Marketing Communications.
Parts 5 and 6 cover the "special" and emerging relationships of Marketing Communications with the media and other "audiences".
【Marketing Communications: Integrating Offline and Online with Social Media】P. R. Smith, Ze Zook
Marketing Communications has been listed as a "classic" by the Marketing Society. Paul Smith's and Ze Zook's understanding of marketing communications is widely acclaimed and has proved popular with students and practitioners alike. Marketing Communications explores:
-social media and websites
-advertising
-PR
-sponsorship
-direct selling
The fifth edition has been significantly updated to include the many new forms of communication now available for marketing professionals. Heralding the emergence of social media as a "marketing revolution," the book presents the many varied forms of communication this offers and the opportunities for marketing that more effectively engages with its end-user.
With numerous examples and case studies as well as online support material for instructors and students, this textbook will guide the user through the changing face of marketing communications.
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