Global Marketing Management : changes, challenges and new strategies /
Kiefer Lee, Steve Carter.
- 1st & 3rd ed.
- Oxford ; New York : Oxford University Press, 2008 & 2012.
- xxxi, 582 p. : col. ill. ; 25 cm.
Includes bibliographical references and index.
Changes and new challenges -- The global marketing environment -- Understanding global cultures and buyer behaviour -- Opportunity analysis and selection of markets -- Managing the process of globalization -- Market entry strategies -- Creating, developing and maintaining competitive advantage -- Product and brand management -- Global services marketing -- Management of global communications -- Managing supply chain and distribution -- Global pricing and terms of access -- Sales force management and negotiation -- Managing global marketing relationships -- Global marketing in the digital age -- Knowledge management in international operations -- Corporate social responsibility and ethics -- Organizing and controlling global marketing operations.
0199267529 9780195682151
International business enterprises--Management. Strategic planning.