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

Enhanced descriptions from Syndetics:

The second edition of IGlobal Marketing Management/I addresses contemporary issues in international marketing such as climate change and sustainable development, service delivery and service quality, technology, strategic branding, and building and maintaining relationships. These issues have brought about new challenges at both strategic and operational levels to organisations of all sizes, and at various stages of internationalisation. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. A new chapter on strategic brand management has been added for the new edition, and content on knowledge management and the digital age is now integrated throughout the text as a whole, reflecting changes in marketing practice. IGlobal Marketing Management/I equips students with knowledge and skills to enable them to make key management decisions and understand how organisations may be navigated 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 analyse and remedy management problems in managing global operations. Students will be able to assess and monitor a company's effectiveness, and examine the implications and applications of contemporary thinking on global marketing management.The online resource centre accompanying the text will be updated for the new edition. The list of features is as follows:Lecturer resources:Instructor's manual PowerPoint slides Seminar activities List of suggested video clipsStudent resources:Additional case materials Internet exercises Multiple choice questions Web links

Table of contents provided by Syndetics

• Part 1 The Global Marketing Environment
• 1 Changes and New Challenges
• 2 The Global Marketing Environment
• 3 Understanding Global Cultures and Buyer Behaviour
• 4 Corporate Social Responsibility and Ethics
• 5 Opportunity Analysis and Selection of Markets
• Part 2 The Development of Global Marketing Strategies
• 6 Managing the Process of Globalisation
• 7 Market Entry Strategies
• 8 Creating, Developing and Maintaining Competitive Advantage
• 9 Strategic Brand Management
• 10 Global Product Decisions
• 11 Global Services Marketing
• 12 Management of Global Communications
• 13 Marketing Supply Chain and Distribution
• 14 Managing Global Marketing Relationships
• 15 Global Pricing and Terms of Access
• Part 3 Implementing and Coordinating Global Marketing Operations
• 16 Sales Force Management and Negotiations
• 17 Assessing and Monitoring Marketing Effectiveness

Author notes provided by Syndetics