Broken Ladders or Global Marketing Management

Broken Ladders: Managerial Careers in the New Economy

Author: Paul Osterman

Broken Ladders reports on the employment security, advancement prospects skills, and wages of managers in a wide range of firms and industries. These cases show that one myth - that the number of managers is declining - is wrong. But the job tenure of middle managers is more precarious. They can no longer expect steady promotions up the ladder, nor can they expect life-time employment with the same firm. New organizational designs demand new skills from managers and Broken Ladders describes what these are. On another front, managerial pay has not declined at the same rate as other workers. However, the pay gap between senior and middle managers has widened. Given job insecurity and growing pay inequality firms confront a difficult dilemma: how to maintain the commitment of their managers at the same time that the employers are reducing their commitment to their employees. Broken Ladders will be of interest to scholars and students in the fields of human resources, labor economics, career development, and organizational behavior. It will also be important reading for managers and strategic planners who have to take account of the changing nature of employment.

Book about: The Paradox of Tar Heel Politics or Learning to Drive

Global Marketing Management

Author: Kristiaan Helsen

Global Marketing Management, 4e 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.


As with the previous editions, the authors do a great job integrating recent business developments, managerial relevance, and novel academic insights. I feel the book is a must have for everyone teaching or researching international and global marketing issues. Marnik Dekimpe Research Professor of Marketing, Tilburg University & Professor of Marketing, Catholic University Leuven


This text has developed a rigorous conceptual orientation and has included contemporary issues confronting the international marketing manager. It has combined research with applications and presented these frameworks in a form that makes it possible for academics to deliver and students to digest. Examples, cases and vignettes span the globe with Europe, Latin America, and Oceania. This is an excellent text. Amal R. Karunaratna, University of Adelaide, Australia


Relevant, timely, scholarly, and enjoyably readable-Kotabe and Helsen is a must for my Global Marketing Management course. The blend of solid research frameworks and comprehensive cases provide a rich forum for classanalysis and discussion. The authors deliver far more than other textbooks with provocative discussions of emerging economies, changes in country innovativeness, and global politics. Students enjoy the in-depth discussions of the market strategies of major corporations in countries such as China and India. The text is always up-to-date and is supported by an excellent instructor web site. I have used all earlier editions and will continue to recommend this text for its lively and interesting coverage. Carol Kaufman-Scarborough, Rutgers University


I like the Kotabe and Helsen book very much! Their book really has a global approach in which the concepts, examples and cases being discussed are from many different countries-a very positive aspect because many other textbooks I have read are somewhat regionally biased. Kotabe and Helsen discuss Big Emerging Markets (BEMs) throughout the text, and their discourse is very useful to international marketing decision makers for both developed and developing countries. The book is very up-to-date with discussion of the most recent developments in marketing (i.e. CRM, E-Commerce, etc) as applied to the international arena. These are some of the reasons we continue to use the Kotabe and Helsen book as our text in our International Marketing course. Carlos Ruy Martinez, Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico (ITESM)


As global business structures change, the demands in our classrooms change with them. Kotabe and Helsen enables us to address the increasingly sophisticated business problems that will face our marketing graduates. By integrating real world experiences, leading edge research, and contemporary cases, this text will significantly enhance the learning experience of future global marketing managers. Matthew B. Myers, University of Tennessee-Knoxville


Professors Kotabe and Helsen have done a superb job in putting together materials from across various disciplines including marketing, economics, and trade. It is a well-structured text book, useful for students in marketing, international business as well as economics. I highly recommend it. Shi Zhang, University of California-Los Angeles

Booknews

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. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

Pt. 1	Globalization
1	Globalization Imperative	1
Pt. 2	Global Marketing Environment
2	Global Economic Environment	29
3	Financial Environment	59
4	Global Cultural Environment and Buying Behavior	93
5	Political and Legal Environment	132
Pt. 3	Development of Competitive Marketing Strategy
6	Global Marketing Research	175
7	Global Segmentation and Positioning	204
8	Global Marketing Strategies	231
9	Global Market-Entry Strategies	264
10	Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces	297
Pt. 4	Global Marketing Strategy Development
11	Global Product Policy Decisions I: Developing New Products for Global Markets	326
12	Global Product Policy Decisions II: Marketing Products and Services	352
13	Global Pricing	386
14	Communicating with the World Consumer	417
15	Sales Management	452
16	Global Logistics and Distribution	480
17	Export and Import Management	507
Pt. 5	Managing Global Operations
18	Planning, Organization, and Control of Global Marketing Operations	539
19	Global Marketing and the Internet	562
	Cases	587
	Web Cases
	Photo Credits	672
	Index	673