Reviews (11)

Very Good Text For MBA International Marketing Course
I don't understand how people could complain about this book being too complex, poorly-written, or poorly organized. Everything is presented clearly and logically, and the case studies are relevant and interesting. I found it simple to read, informative, enlightening, and actually fun for the most part. My only criticism is that the authors don't, in my opinion, give an entirely neutral treatment of some of the politically-charged issues raised in their book. It seemed as though they would sometimes more heavliy emphasize one point of view (their point of view, quite obviously) over others.

Not as bad as others are saying!
I purchased this book for an International Marketing course I had to take for my MBA Program. I have to disagree with what I have read about in other reviews - I found this book easy to read, and simple to understand. The examples used help clarify concepts and I felt the book was well organized. I especially liked the Country Notebook section in the back of the book. It was the perfect course-long project to apply the concepts and knowledge we learned about in class. I feel that this book is just about as good as an International Marketing MBA textbook can get!

Knowledgeable authors-boring writing
I took an International Business class for my MBA. I read every chapter in this book.There was a lot of knowledge included but there is often too much wordy writing and the book drones on. The definitions need to be in the margins. The last chapters are more of a cross cultural study of doing business with Japanese. It was a boring read-but good before bedtime for those that do not fall asleep easily. ... Read more

Subjects:  1. Business & Economics    2. Business/Economics    3. International - Marketing    4. Industry & Industrial Studies   

Reviews (27)

A good start
I don't have any designs on doing business in China but lived there for three years. It was very common that I could not find answers to questions about who had to be bribed in order to do what from local Chinese people, who would belligerently deny that any type of bribery at all EVER took place in China.
Interesting series of anecdotes (not more, not less)
A bit too many small details at times but generally well written and interesting.

A usefull guide for the Chinese Culture
The book gives an introduction for the Chinese market by different examples with more or less participation of the author. These examples are lively and explain in detail, why the situation developed the way it did. All situations are researched in-depth end provide names and positions of business people and politicians involved.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business enterprises, Foreign    4. Business/Economics    5. China    6. Foreign economic relations    7. Government policy    8. International - General    9. International - Marketing    10. International Business    11. Investments, Foreign    12. Business & Economics / General   

Editorial Review

As it becomes increasingly associated with impressive corporate gains realized in recent years by companies ranging from FedEx and Rolex to Starbucks and Volvo, "branding" has developed into one of the marketing world's hottest concepts. And for good reason, contend well-known strategist Al Ries and his daughter Laura Ries in Read more

Reviews (62)

Good advice, but...
Al and Laura Reis have put together an interesting book on branding that busy people will appreciate because it is short, clear and filled with examples from well-known brands to help you understand a variety of issues important to good branding.Each of the 22 laws of branding and 11 laws of Internet branding is covered in about 7 pages and includes lots of charts, notes and photos in the margins.
Something to think about
This is a book giving very clear examples of the smart and not smart way of branding. Very useful to look at every now and then not to make the same mistakes again.

Silly BOOK!!!!
This is one of the worst books that I was required to read for my MBA program. I didnt benefit anything from reading the book. The authors of this book should not be considered "authors", and people should be paid to read such a book!!
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Subjects:  1. Advertising & Promotion    2. Brand name products    3. Business & Economics    4. Business / Economics / Finance    5. Business/Economics    6. Decision making    7. E-Commerce - Internet Marketing    8. International - Marketing    9. Internet marketing    10. Management    11. Marketing    12. Marketing - Industrial    13. Marketing - Research    14. Business & Economics / Marketing / Industrial   

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Export Trade    5. Export marketing    6. International - Marketing    7. Marketing    8. Marketing - Multilevel    9. Business & Economics / Marketing / International    10. Sales & marketing   

Reviews (2)

Most comprehensive in the market
As the title suggests, this is a documentation book and does this job really well.I bought this book as a novice without any knowledge of the procedure and I can comment that now I have good knowledge of the process.Small companies can benefit and may need only 1/4 of this book and large organizations can search from the huge pile of information.Even if you are starting out a small export business, this is one book you should refer to.

An outstanding practical reference for active exporters.
Our copy of this book is being used constantly by our consulting staff.It covers the complicated process of shipping products to foreign markets.We recommend it to our clients, especially those who handle their owninternational shipping, insurance and payment processing. John R. Jagoe,Director, Export Institute. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Export marketing    5. Exports    6. Exports & Imports    7. Forms    8. Imports    9. International - Marketing    10. United States    11. International business    12. Management of specific areas    13. Sales & marketing   

Reviews (5)

A leading book in the field
Warren Keegan wrote the first international marketing textbook shortly after completing his Harvard PhD in the 1960s.He is a legend in the field and is widely credited as the father of the global marketing concept.
The up to date Case
This book has easy to understand & have up to date case. The Harley Davidson case is one of the cases that showing us how's struggling US to face Japanese company offensive. This is the good case to picturing the dawn to earth marketing strategy compare to arrogant & not efficient strategy willing by US Company.

good service
the service is very good and efficient ... Read more

Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Case studies    6. Entrepreneurship    7. Export marketing    8. International - Marketing    9. Management    10. Business & Economics / Marketing / International    11. Sales & marketing management   

Reviews (2)

VERY INTERESTING FACTS!!!
As a business person, I found helpful and interesting facts on how to market financial products.The topics are discussed in an organized manner and the book is relatively easy to follow.There are separate chapters for each aspect of the marketing program.Customer retention issues and regulations are also discussed in quite a bit of detail.

Excellent book, thorough coverage, highly recommended
The book has an excellent coverage of the field.It not only teaches you most of what you need to know to market financial services, but is also an excellent reference.It is very current, easy to read, has many good cases and examples for the reader to follow, and is rich with useful information. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Finance    5. International - Marketing    6. Business & Economics / Marketing / International    7. Business & Economics-Finance   

Reviews (17)

A Gloriously Fun Marriage of History, Technology and Economics - a Real Page Turner
The only reason I give this book 5 stars is because I can't give it 6!This blessed relief from boring, tedious economic tomes is the best of it's kind since "The Incredible Bread Machine."
Even-handed intro to why the rich are rich and the poor poor
The author shows how new technologies and political clout have worked to insolate USA farmers from both the risks of the marketplace and the risks of farming.The advantage over impoverished farmers in Africa, is not simply that farmers in the United States receive subsidies, but farmers in the United States have organized to efficiently eliminate waste in the production process.They have turned waste into multiple streams of profit. In addition, they organize to lobby congress for relief from various kinds of risks and, of course, from taxes.
For the classroom - more than you think
Enough reviews lauding the author and this book have been written, and all of them well-deserved.But since it becomes available in paperback this June (2006), this review hopes to spark a wider discussion of how it might be used in the classroom.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Exports & Imports    5. Industries - Retailing    6. Industries - Textile Industry    7. International - Economics    8. International - Marketing    9. Business & Economics / General    10. Business & Management   

Reviews (11)

A thought-provoking book
Kotabe/Helsen team has really set the standard for the international marketing textbook market.I have read three other similar textbooks, but there is no other book measuring up to this one.They offer an excellent analysis of market converging and diverging forces adding to the complexities of global marketing and how to cope with them.Although I am not an academic, this book provides great conceptual foundations so useful for me to use in preparing my own presentations to the executive board at my company. They have plenty of excellent, well thought-out real-life examples, and those examples are so well built in along with conceptual frameworks that I come away with a lot of useful, and more importantly, usable knowledge.

A modern, analytical textbook on global marketing
I teach Global marketing and I think this textbook is the best. It is not full of anecdotal stories about global marketer's failures orsuccesses but very analytical with straightforward methods studentscan try out. The cases are excellent and support the theorical lectures very good. From my experience with the research literature it is state of the art.

A very comprehensive yet user-friendly book
I am a doctoral student and have taught international marketing at a state university for a couple of years so far.Among several books I examined, Kotabe&Helsen book stands out in the crowd. It is a joy seeing my students actually enjoy reading the book and learn from it.This book is full of useful insights and timely examples.It is a must reading if you want to be a true professional in the international marketing area.Great! ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Entrepreneurship    5. International - General    6. International - Marketing    7. International Business Administration    8. Marketing - General    9. Marketing - Product Management    10. Marketing Management    11. Business & Economics / General    12. Globalization    13. Sales & marketing   

Reviews (2)

excellent text for teaching and student research
One of the few marketing texts that discusses in detail the complexities of international and cross-cultural marketing. Thought-provoking. The case studies are interesting and unique, great material for class discussions and debates! A real resource for Master's level courses in marketing and international business. It's good for required reading or as a secondary text, to support a more step-by-step marketing text. The writing is sometimes a bit long-winded and not too easy to read, which is why I didn't give the book five stars.

Recommended reading for active international marketers
Our staff includes this publication in our selected list of international trade publications that we recommend to our clients.It presents a clear picture of the many factors involved in marketing products, ideas and concepts in foreign countries.A good reference to keep within reach when planning to introduce a new product or service overseas.John R. Jagoe, Director, Export Institute. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Export marketing    5. Intercultural communication    6. International - Marketing    7. International business enterpr    8. International business enterprises    9. Marketing - General    10. Social aspects    11. Business & Economics / Marketing / International    12. Sales & marketing   

Reviews (2)

Good condition
Received item in a good condition and made special provisions to send it faster due to my constraints.

Ripping you off
This is book is what in marketing they call the rip-off strategy.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Export marketing    5. International - Marketing    6. Management    7. Marketing - Multilevel    8. Business & Economics / Marketing / International    9. Sales & marketing   

Reviews (7)

See all the happy consumers!
I gave this book 3 stars because it is interesting and exciting to hear about China and what is happening with its youth.Unfortunately, the fact that the book seems to be solely written in order to allow Western corporations to infiltrate the Chinese market really cheapens the stories within.
A fun, informative beautiful book
A very interesting book.In the end it shows the young people of China are no different from those anywhere else.The excellent photos make the book even more enjoyable.

Informative and quick read on the Chinese market
This book sets out to describe the younger Chinese consumers who are shaking things up - and along the way, brings them to life with good storytelling and lots of photos.If you don't know what Li-Ning, Yonghe, Baidu and QQ are or why they're important, you should - and this book will get you thinking about them. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. International - General    5. Marketing - General    6. Business & Economics / Marketing / General    7. Management & management techniques   

Reviews (3)

A unique perspective on consumer behaviour
The book is unique in that Marieke K Mooij uses theories from cultural anthroplogy and interpersonal communication to present a framework for consumer behaviour. It is particularly useful for practioners who are working in underresearched markets and are looking for ways to explain why consumers behave the way they do. The book makes extensive use of Hofstede's 5-D model to locate members of different cultures along the dimensions of culture and then uses this to explain differences in buying behaviour, communication styles and advertising appeals. The conclusion of the book is that individual behaviour is shaped more by the culture they belong to than it is by income or other differentiators. The one limitation of the book is that most of the examples are European, but I would recommend it even for those interested in Asian markets

no book is as useful for students and practitioners of adv.
This book review is on a 'titre personnel" basis. For students and practitioners in cross-cultural communicati
From the author: With this book I have tried to develop a knowledge baseof cultural differences and similarities that can be used for developingglobal marketing and advertising strategies and meaningful localadaptations. The structure for understanding the consequences of culturefor marketing and advertising is based on Geert Hofstede's model forcomparing national cultures. I have applied it to consumer values andmotivations and found that it can explain culture's influence on marketingand advertising.To make the book useful for both students andpractitioners, it includes a mix of basic theory and the practicalapplications with many examples.Read more

Subjects:  1. Advertising    2. Advertising & Promotion    3. Business & Economics    4. Business / Economics / Finance    5. Business/Economics    6. Consumer behavior    7. Cross-cultural studies    8. International - Marketing    9. Target marketing    10. Business & Economics / Advertising & Promotion   

Reviews (7)

New thinking to marketing
Our company offers solutions for marketing and customer understanding. And we have seen that this book have opened a lot of eyes to see the future of marketing, specially in the internet and mobile; several our clients have read the book. Communities, social networks, and engagement marketing is the future, and this book really helps to understand, why and how. I recommend this everyone who is working with marketing and customer relationship management.

Relevant "Viral" Marketing Ideas
"Communities Dominate Brands" is a great reference for anyone attempting to develop market reach to connected mobile device communities of young consumers.It describes how to invite today's mobile device totting tech savvy 20 somethings to your products or services, -because conventional advertising isn't working.There's good background on the genesis of this community; and, how it socially evolved with relevant advances in technology, especially mobile devices.
Incredibly practical book on hottest business topics today
This amazing book continually impresses with vivid expert opinions and quotes with statistics and page after page of thoroughly documented examples. The book book proceeds logically through the management concerns of today, including disruptive technologies, convergence and fragmentation etc. Then it looks at the crisis facing traditional advertising, branding and marketing. The last three chapters of the book build on the earlier ones show how extensive a change is already happening with global players like Adidas, Red Bull, Boeing and Ford.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. E-Commerce - Internet Marketing    5. International - Marketing    6. Sales & Selling - General    7. Sales & Selling - Management    8. Advertising   

Reviews (9)

Great guide book for experience management
Building on The Experience Economy, Carbone's book adds significant details and road maps to achieve experience management.Highly readable.

Highly Recommended!
Pull up a chair, sit down and take notes in this virtual boardroom. With insider details gathered from decision-makers at major corporations, author Lewis P. Carbone gives you a close-up look at the business of customer satisfaction. From Howard Johnson to Starbucks, the author provides you-are-there clues about the customer marketing strategies that have fueled high-profile successes and caused major failures. Reading this book is like eavesdropping on top executives. The author enhances corporate scenarios with helpful charts and timelines that apply to all businesses, from mom-and-pop enterprises to major conglomerates. The text is occasionally repetitive, but that drives home important points. We recommend this solid marketing tool to business owners and managers.

The Prohibitive Cost of Being Clueless
Warren Buffett once said that price is what is charged for a product or service but value is what others think it's worth. I thought about that comment as I began to read Carbone's book. If Buffett's right (and I think he is), the key to getting customers to come back "again and again" is to create for them a purchase experience whose importance includes but is by no means limited to their perception ofprice relative to value. What else? Carbone: "The tangible attributes of a product or service have far less influence on consumer preference than the unconscious sensory and emotional elements derived from the total experience." He goes on to point out that creating value around multi-dimensional, well-integrated, and consciously managed experiences involves connecting with "the unconscious emotional passions of your customers and in the process, you'll discover how to differentiate yourself from competitors in ways that can be almost impossible to copy and commoditize." I agree.
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Consumer behavior    5. Customer Service    6. Customer services    7. Evaluation    8. Psychological aspects    9. Quality control    10. Business & Economics / Marketing / International    11. Customer Experience    12. Customer loyalty    13. Customer relations    14. Management    15. Marketing - General    16. Success in business    17. Experience   

Reviews (6)

Written in 2002 -- much still holds up in 2006 E360
Hi, full disclosure here -- I've also written about this space in several books and reports including the National Assn of Broadcasters MULTIMEDIA 2000 -- HOLLYWOODUSA section I wrote in 1994 and scores of articles for Film & Video Magazine, BUSINESS 2.0 and ad/entertainment trade pubs including HOLLYWOOD REPORTER, digitrends.net and imediaconnection.com where I still write about emerging entertainment platforms. But onto this book. Also I don't thing I've met either of the authors Al or Patricia FYI. Al's a professor of NYU and Patricia is the exec editor of Entertanment Managament magazine which I've never seen -- I'm sure it's good. (Couldn't find a link online) Anyway -- 12 chapters covering such topics as 1) Marketing basics 2) People & players 3) Movies 4) Network TV/Syndicatio/Radio 5) Cable and Satellite & PPV 6) Publishing 7) Music 8)Sports 9) Travel & tourism 10) LBE & experiential branding. I'm writing this the week that NBC decides to advertise on Youtube.com for it's fall shows. And I look in this index and only see about 5 pages for Internet. So take that with a grain of salt...I do LOVE that they include Sports, Travel & Tourism and one of my favorites LBE (location based entertainment & what they call experiential branding). They define the 4C's of Entertainment Marketing as 1) content 2) conduit 3) consumption and 4 convergence....In the new economy many of us believe that the 4C's that matter are a) connectivity, b) community c) commerce and d) content. As one of my pals says -- if you don't put butts in the seats it doesn't matter how cool the convergence is :)) COMMERCE COMMERCE -- making money while you sleep -- either advertising or sponsorship are crucial in the new arena of entertainment marketing. This book gives a great profile of Barry Diller who I believe is one of the old economy gurus who really GOT and GETS the new economy. Eisner and Ovitz are also mentioned-- neither are players anymore and I doubt whether many people want to follow Ovitz path...Disappointed to only see 2 pages on Sponsorship when it is SOOO big -- think NASCAR -- think PIXAR's CARS -- zillions of sponsors Only two pages on merchandising -- which I have to really disagree with -- since Jurassic Park -- most of the major films have made more money with merchandise-- T shirts/licensing etc than with their content! THE INDEX IS GREAT -- the book belongs on your shelf even if it's a bit dated-- good way to see how the world changed between 2002 and 2006 -- 4 years WOW -- now ESPN is on 12 platforms -- ranging from mobile to Internet to Broadband to Satelillite, PPV etc. And of course the rise of social networking -- Myspace.com and Youtube.com are changing how marketing is done daily. Xspace is what many people here in Hollywood call Myspace's promo of X-Men --really awesome promo.

Great breadth of coverage
This is a great compendium providing both breadth - film, cable TV, publishing, music, etc. are covered - with perspective since the narration works in recent and long-past history. In the movie section that was of particular interest to me, there was theory and also practical information such as some films aren't shown to press reviewers in advance, which is a sure sign the studio has little confidence in the appeal of these films. Etc. By the way, I'm author of "Marketing to Moviegoers" from Focal Press that covers once slice of "Marketing Revolution's" broad turf.

What a disappointment!
The eBook format is a HUGE disappointment.You cannot print anything or extract anything.What a waste.Now I have to buy the hardback, too. . .
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Subjects:  1. Advertising & Promotion    2. Business & Economics    3. Business / Economics / Finance    4. Business/Economics    5. Industries - Media & Communications Industries    6. Marketing    7. Marketing - General    8. Mass media    9. Business & Economics / Marketing / International    10. Sales & marketing   

Reviews (9)

A diverse but consistent view of succeess factors in China
I enjoy reading China books using two opposite approaches. Some books I ingest in five minute chunks over a several week period.Other books I digest in one sustained swallow on those long direct flights from the USA to China.In the first case the book has to hang together well enough that cutting it into small chunks does not produce a mush.In the second case it has to be engaging enough that I do not fall asleep.
China CEO Is On Target
This is a MUST READ for anyone desiring to conduct business in China.We are the first American university to partner with the Chinese government to deliver university education in Tianjin. I wish this had been available 3 years ago when we began our project in Tianjin. Every page is right on!I just ordered 6 copies for my management team.
where is the solution?
Part One - of my review
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Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. Chief executive officers    5. China    6. Executive ability    7. Industrial management    8. International - Marketing    9. International Business Administration    10. Leadership    11. Business & Economics / Leadership    12. Management & management techniques   

Subjects:  1. Business & Economics    2. Business/Economics    3. Economics - General    4. Energy    5. Energy industries    6. International - Marketing    7. International economic relatio    8. International economic relations    9. Science   

Reviews (2)

Pretty great book but..
The book is really great in a lot of aspects. Specially because Mark tells the results of his intensive research online. But it's a highly advanced book. Should not be the first book a newbie reads.
By far the most powerful information about marketing
Mark Joyner's Confidential Internet Intelligence Manuscript reveals incredibly powerful information that anybody involved in online marketing should have - My sales increased 2000% after reading and applying the confidential information contained in this book. Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. E-Commerce - Internet Marketing    5. International - Marketing    6. Business & Economics / E-Commerce / Internet Marketing    7. Business & Economics/International - Marketing    8. Sales & marketing   

Reviews (11)

A REAL MARVEL
I OWN THIS BOOK. I REFERRED THIS BOOK DURING MY MBA PROGRAMME. THIS BOOK IS SIMPLY GREAT. CONGRATULATIONS TO THE AUTHOR, PUBLISHER. IT IS RALLY A MARVEL TO OWN IT. WORTH POSSESSING IT. I HAVE NO WORDS TO DESCRIBE IT.
there is a 6th edition
I apologize for writing a "review" before reading the book... I couldn't find any other forum to let people know that there is a 6th edition of this textbook, but Amazon does not yet carry it.I found this out when I arrived at my class with my brand new 5th edition, and it wasn't the right one.The bookstore apparently has the 6th edition.Make sure you know which edition you need before purchasing this one!

Review
This book contains a lot of unformation concerning the international market and how to function within its barriers.It offeres many cases which help explain the issues and problems concerning the market.Alhough, the book is confusing and is hard to understand the language if you do not have a background in business.The information is inbedded in the text which makes it difficult to find what your looking for, and also offers many points of view which make it difficult to understand what is the correct answer. ... Read more

Subjects:  1. Business & Economics    2. Business / Economics / Finance    3. Business/Economics    4. International - General    5. International - Marketing    6. International Business    7. International Marketing    8. Business & Economics / International