Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter.
Material type:
TextPublication details: Oxford : Oxford University Press, c2012Edition: 3rd edDescription: xxv, 578 p. : col. ill. ; 27 cmISBN: 9780199609703Subject(s): International business enterprises -- Management | Strategic planningDDC classification: 658.8/4 LOC classification: HD62.4 | .L44 2012Online resources: Publisher description | Item type | Current library | Collection | Call number | Status | Notes | Date due | Barcode |
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Books
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School of Business General Collection | General collection | HD62.4 .L44 2012 (Browse shelf(Opens below)) | Available | JWW | 20128789 |
Includes index.
Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding global social and ethical issues -- Opportunity analysis and selection of markets -- 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 -- Managing global marketing relationships -- Global pricing and terms of access -- Sales force management and negotiation -- Organizing and controlling global marketing operations.
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