Praise for Global Marketing Management

After an extensive search, I selected and used the second edition of Global Marketing Management with my students at the Sloan School of Management. They really enjoyed it. Its content increases substantially their sensitivity to cultural differences and, under a business perspective, to the crucial importance of being able to develop both a global and local approach. Finally, I would say that it is really a book on global marketing, and not on international marketing only. This third edition will bring even more value to the readers and I will keep it as my reference number one.

Christian Dussart
MIT/Sloan School of Management

Kotabe and Helsen have developed a text that spans the spectrum of rigor and accessibility with strong theoretical frameworks that are linked directly to applications. This text caters for students in the global context with its inclusion of small and large firms along with many case studies and examples from Europe, Asia, Latin America, and Australia and not just a focus on the USA. My students find the cases interesting and relevant. These cases have, in some instances, inspired my students to develop cases of their own. For the instructor, this text is easy to use as the theoretical frameworks are clearly set out and easily reinforced in the classroom context with clear diagrams that crystallise these ideas.

Amal R. Karunaratna
The University of Adelaide, Australia

Kotabe and Helsen's book exhibits a genuine equidistance perspective on many dimensions. The authors' own varied background and experience allow them to convey a unique cross-cultural understanding, ignore functional boundaries, and contribute new ideas into the accepted concepts of global marketing management. They offer an intimate, local treatment balanced with the opportunities of globalization. This more complex, richer, while still accessible, approach allows professors and students to develop more meaningful decision-making frameworks. Finally, my favorite element, unique to this text, is the inclusion of qualitative and quantitative models from the best in research. My students find the application of these models both exciting and a major take-away from the class.

K. Scott Swan
College of William and Mary

This is an exceptionally well-structured and organized textbook that is good for both undergraduate and MBA students who are interested in today's global orientation in business and management. The authors have skillfully covered a wide range of global and international marketing phenomena that include cross-functional area issues such as economics, finance, policy, operations, cultures and legal systems. The book offers specific sets of analytical tools useful for the students, for instance, in assessing international markets and formulating entry strategies. In particular, the book emphasizes a unique interdisciplinary perspective on how to develop and manage a global orientation and marketing efforts with sound marketing research. Excellent job!

Shi Zhang
UCLA Anderson Graduate School of Management

This is an excellent global marketing management text - the best on the market. The authors practice what they preach in that the text is written with the global student body in mind. I have used the earlier editions for my global marketing courses both in the U.S. and in Asia, and have had great success with the book. Regardless of where the course took place, my students reported that the authors have done an outstanding job in facilitating their understanding of the fundamentals and the complexity involved in the implementation of global marketing strategies. The wide coverage of real-life cases helps reinforce students' learning of the materials while providing students an opportunity to deal with real issues in global marketing - no "widgets" to be found here. My students participated actively on how to be an effective manager by developing strategies for the global companies portrayed in these cases, in effect better preparing themselves for what they will confront in their professional lives. I will continue to use this book in the future and enthusiastically recommend it to others.

Janet Y. Murray
Boeing Institute of International Business, St. Louis University

I have been using Kotabe and Helsen's Global Marketing Management primarily for graduate courses with great success. Kotabe and Helsen have been especially good at grounding the 2nd and 3rd Editions of their textbook on cutting edge research. Two features are especially helpful for my courses. First, the text is state of the art relative to quantitative research and analysis. The sections on market screening and estimating market size provide the basis for an applied research project that the students find especially useful. In addition, the case studies are current and do a great job of bringing the concepts in the text to life.

Michael R. Mullen
Florida Atlantic University

Global Marketing Management provides a comprehensive perspective of marketing's changing role in today's volatile global economy. For both graduate and undergraduate students, this text addresses, in detail, issues critical to the development of tomorrow's multinational manager.

Matthew B. Myers
The University of Tennessee-Knoxville