Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter.

By:

Lee, Kiefer

Contributor(s):

Carter, S. (Steve)

Material type: Text

TextPublication details: Oxford : Oxford University Press, 2012Edition: 3rd edDescription: xxv, 578 p. : col. ill. ; 27 cmISBN:

9780199609703 (pbk.)
0199239428 (pbk.)
9780199239429 (pbk.)

Subject(s):

DDC classification:

658.848 LEE

No physical items for this record

Enhanced descriptions from Syndetics:

Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The third edition addresses contemporary issues in the marketing environment such as climate change and sustainable devleopment, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. The authors equip students with the knowledge and skills to enable them to make key management decisions and understand how organizations may navigate through the increasingly dynamic and challenging global trading environment. It enables students to identify, evaluate, and integrate a wide range of management concepts to create and execute highly effective global marketing programmes, as well as the analysis and solution of management problems in global operations. Online Resource CentreFor students:Links to video (new)Additional case material and discussion questionsInternet exercisesMultiple choice questionsWeb linksFor Lecturers:Instructor's manualAnswers to the additional case material discussion questionsPowerPoint slidesSeminar activities

Includes bibliographical references and index.

Table of contents provided by Syndetics

Part 1 Understanding the Global Marketing Environment
1 Changes and New Challenges
2 The Global Marketing Environment
3 Understanding Globalization
4 Understanding Global Cultures and Buyer Behaviors
5 Understanding Global Social and Ethical Issues
6 Opportunity Analysis and Selection of Markets
Part 2 The Development of Global Marketing Strategies
7 Market Entry Strategies
8 Creating, Developing, and Maintaining Competitive Advantage
9 Product and Brand Management
10 Global Services Marketing
11 Management of Global Communications
12 Managing Supply Chains and Distribution
13 Managing Global Marketing Relationships
14 Global Pricing and Terms of Access
Part 3 Implementing and Coordinating Global Marketing Operations
15 Sales Force Management and Negotiations
16 Organizing and Controlling Global Marketing Operations

Author notes provided by Syndetics

Kiefer Lee is Principal Lecturer in Marketing and Programme Leader for undergraduate Business and Management at Sheffield Hallam University, and Steve Carter is Professor of African Business specialising in Global and Strategic Marketing at Leeds Metropolitan University.