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Title:
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Global marketing management : changes, new challenges, and strategies /
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Authors:
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Kiefer Lee, Author ;
S. Carter, Author
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Material Type:
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book
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Edition statement:
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3rd ed.
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Publisher:
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Oxford : Oxford University Press, 2012
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ISBN / ISSN / EAN :
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978-0-19-960970-3
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Size:
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xxv, 578 p. / col. ill. / 27 cm
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Bibliography note:
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Includes bibliographical references and index
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Languages:
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English
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Class number:
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HD62.4
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Subjects:
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International business enterprises--Management
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Strategic planning
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Description:
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Includes index.
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Contents note:
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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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Permalink:
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https://isulibrary.isunet.edu/index.php?lvl=notice_display&id=8616
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