Global marketing management : changes, new challenges and strategies

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Title:

Author:

Lee, Kiefer.

ISBN:

9780199239429

Personal Author:

Lee, Kiefer.

Edition:

2nd ed.

Publication Information:

New York ; Oxford : Oxford University Press, 2009.

Physical Description:

xxvii, 565 p. : col. ill. ; 27 cm.

General Note:

Includes index.

Contents:

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.

Subject Term:

Marketing -- Management.

International business enterprises -- Management.

Added Author:

Carter, S. (Steve)

Electronic Access:

Publisher description http://www.loc.gov/catdir/enhancements/fy0913/2009005337-d.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025478187	658.84 L478G 2009	1	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025442753	658.84 L478G 2009	2	Searching... Unknown
Searching... 1:IIEMSA	1:GEN-BOOK	33168025475126	658.84 L478G 2009	3	Searching... Unknown

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Summary

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