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Kristiaan Helsen has been an associate professor of marketing at the Hong Kong University of Science and Technology (HKUST) since 1995. Prior to joining HKUST, he was on the faculty of the University of Chicago for five years. He has lectured at Nijenrode University (Netherlands), the International University of Japan, Purdue University, the Catholic University of Lisbon, and China Europe International Business School (CEIBS) in Shanghai, China. Dr. Helsen received his Ph.D. in Marketing at the Wharton School of the University of Pennsylvania.
His research areas include promotional strategy, competitive strategy, and hazard–rate modeling. His articles have appeared in journals such as Marketing Science, Journal of Marketing, Journal of Marketing research, and European Journal of Operations Research, among others. Dr. Helsen is on the editorial board of the International Journal of Research in Marketing.
"This text definitely portrays modern teaching concepts in global marketing – much more holistic examination of the marketing function." ? Hildy Teegen, The George Washington University
"It is truly global, comprehensive, and cross–functional. Extensive coverage of sourcing strategy, GATT/WTO/FTAs, and culture?s role across all elements add new dimensions. The increased coverage of segmentation has long been overdue in this field and is well–handled in this text. The work is current, up–to–date, and portrays modern teaching concepts in global marketing. Many of the examples are unique to this text and serve as refreshing changes from the tired war stories that often appear again and again elsewhere." ? Scott Swan, The College of William & Mary
"The authors? tone and style shall appeal to our students. They write in a clear and comprehensive style.... The authors have researched well and presented appropriate and interesting examples to illustrate the text. The cases cover extensive geographical areas; functional areas such as product, pricing, promotion and advertising, technology, retailing, etc. add to the students? learning experience." ? K.C. Dhawan, Concordia University/Montreal
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