e-book

GLOBAL MARKETING MANAGEMENT (Part II)

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We have continued to receive many letters and e-mail messages as well as comments on
Amazon.com from instructors and business executives around the world who used the
previous editions of Global Marketing Management. Their comments have been
unanimously favorable. Thanks to the increased desire in many parts of the world
for access to our book in their own languages, our book has been translated into
Chinese, Japanese, Portuguese, and Spanish. However, we just cannot be sitting on our
laurels. As the world around us has been constantly changing, the contents and context
of our book also must change to reflect the climate of the time. Today, the worst global
financial crisis since the Great Depression of 1929 has changed the global marketing
environment completely. A continued global economic growth has proved to be a false
assumption. Now there are even political tides against freer trading environments.
Although we currently live in a very unfortunate global economic environment, we are
fortunate enough to capture various changes in the marketplace and describe them in
this fifth edition of our book.

In our mind, the role of a textbook is not only to describe today’s realities but also
to extrapolate logically from them how the future will unfold. After all, that is how
marketing executives have to act and make correct decisions based on the facts they
have gathered. Today’s realities are a product of past realities, and the future will be an
uncharted course of events lying ahead of us. We constantly strive to help you better
understand state-of-the-art marketing practices on a global basis with relevant historical
background, current marketing environments, and logical explanations based on a
massive amount of knowledge generated by marketing executives as well as by
academic researchers from around the world.

Therefore, the fifth edition of our book builds on three major changes that have
taken place in the last decade or so. First, the landscape of the global economy has
changed drastically, particularly as a result of the global financial crisis and ensuing
global recession. The emergence of Brazil, Russia, India, and China, among others, as
economic superpowers has occurred during the same period. For example, China’s role
as the world’s factory is well established; India’s increased role in information
technology development is obvious; and Brazil and Russia are still rich in mineral
resources that are becoming scarce around the world.

Second, the explosive growth of information technology tools, including the
internet and electronic commerce (e-commerce), has had a significant effect on the
way we do business internationally. This still continues to be an evolving phenomenon
that we need to take a careful look at. On one hand, everyone seems to agree that
business transactions will be faster and more global early on. And it is very true. As a
result, marketing management techniques, such as customer relationship management
and global account management, have become increasingly feasible. However, on the
other hand, the more deeply we have examined this issue, the more convinced we have
become that certain things will not change, or might even become more local as a result
of globalization that the internet and e-commerce bestow on us.

Third, it is an underlying human tendency to desire to be different when there are
economic and political forces of convergence (often referred to as globalization). When
the globalization argument (and movement) became fashionable in the 1980s and
1990s, many of us believed that globalization would make global marketing easier. As
we explain later in the text, marketing beyond national borders, indeed, has become
easier, but it does not necessarily mean that customers want the same products in
countries around the world. For example, many more peoples around the world try to
emphasize cultural and ethnic differences and accept those differences than ever
before. Just think about many new countries being born around the world as well
as regional unifications taking place at the same time. Another example is that while ecommerce
promotion on the internet goes global, product delivery may need to be
fairly local in order to address local competition and exchange-rate fluctuations as well
as the complexities of international physical distribution (export declarations, tariffs,
and non-tariff barriers). From a supply-side point of view, globalization has brought us
more products from all corners of the world. However, from a demand-side (marketing-
side) point of view, customers have a much broader set of goods and services to
choose from. In other words, marketers now face all the more divergent customers with
divergent preferences—far from a homogeneous group of customers

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

New York : John Wiley & Sons, Ltd.., 2010

Deskripsi Fisik

xxiii, 725 hlm.

Bahasa

English

ISBN/ISSN

9780470381113

Klasifikasi

658.8

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

5TH EDITION

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

agus

Versi lain/terkait

Lampiran Berkas

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