Global Marketing Management: Changes, New Challenges, and Strategies - Brossura

Lee, Kiefer; Carter, Steve

Brossura

ISBN 10: 0199609705 ISBN 13: 9780199609703

Casa editrice: OUP Oxford, 2012

Riassunto

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 Centre

For students:

Links to video (new)
Additional case material and discussion questions
Internet exercises
Multiple choice questions
Web links

For Lecturers:

Instructor's manual
Answers to the additional case material discussion questions
PowerPoint slides
Seminar activities

Su questo libro

Recensione:

Review from previous edition Best on the market. Global Marketing has excellent content, insight and a user friendly structure. It is differentiated from other texts by reference to contemprorary and emergent topics. (Dr Catherine McGuinn, Institute of Technology, Sligo)

Very good, outstanding. (Dr Said Al-Hasan, Glamorgan Business School)

This book is more comprehensive than comparable text books and offers a combination of theory and practical application that is often missing. (Dr Antje Cockrill, Swansea University)

Contenuti:

• Part One: Understanding the Global Marketing Environment
• 1: Changes and New Challenges
• 2: The Global Marketing Environment
• 3: Understanding Globalization
• 4: Understanding Global Cultures and Buyer Behaviours
• 5: Understanding Global Social and Ethical Issues
• 6: Opportunity Analysis and Selection of Markets
• Part Two: 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 Three: Implementing and Coordinating Global Marketing Operations
• 15: Sales Force Management and Negotiations
• 16: Organizing and Controlling Global Marketing Operations

Su questa edizione

• Editore: OUP Oxford
• Data di pubblicazione: 2012
• ISBN 10: 0199609705
• ISBN 13: 9780199609703
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 608