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Global Marketing Management : changes, challenges and new strategies / Kiefer Lee, Steve Carter.

By: Lee, KieferContributor(s): Carter, SMaterial type: TextTextPublisher: Oxford ; New York : Oxford University Press, 2008 & 2012Edition: 1st & 3rd edDescription: xxxi, 582 p. : col. ill. ; 25 cmISBN: 0199267529; 9780195682151Subject(s): International business enterprises -- Management | Strategic planningDDC classification: 658.84 Online resources: Click here to access online | Click here to access online | Click here to access online
Contents:
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.
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Item type Current location Call number Status Date due Barcode
Books Institute of Public Enterprise, Library
S Campus 		658.84 LEE (Browse shelf) Available 40547
Books Institute of Public Enterprise, Library
S Campus 		658.84 LEE (Browse shelf) Available 38998
Books Institute of Public Enterprise, Library
S Campus 		658.84 LEE (Browse shelf) Available 36276

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.

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