Textbook:  Global Marketing Management , 3rd Edition
Masaaki Kotabe, Temple Univ.
Kristiaan Helsen, Hong Kong Univ. of Science and Technology
ISBN: 0-471-23062-6
©2004

Student Text Web site link:
http://jws-edcv.wiley.com/college/bcs/redesign/student/0,,_0471230626_BKS_1783____,00.html

After reviewing numerous texts, this still appears to be the best text for our course. It is up-to-date, accurate, and holds a wealth of information. Real-world cases are included. 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.