Global Marketing Management offers a fundamental paradigm shift in teaching global marketing. Rather than being bound by the traditional bilateral view of competition and marketing, Kotabe and Helsen emphasize the multilateral nature of marketing. This book prepares the reader to become an effective manager, overseeing global marketing activities in an increasingly competitive environment. The approach presents marketing with an interdisciplinary, cross-functional perspective, where the marketer has a sound understanding of how the various functional areas interface with marketing.

Thoroughly revised with new content and new examples in every chapter, this new Third Edition emphasizes the fact that globalization leads to market divergence rather than convergence by freeing consumers to choose products from all over the world.