Overview

The second edition of Global Marketing Management 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. Global Marketing Management 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 Video clips Student resources: Additional case materials Internet exercises Multiple choice questions Web links

Full Product Details

Author:   Kiefer Lee ,  Steve Carter
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Edition:   2nd Revised edition
Dimensions:   Width: 19.50cm , Height: 2.20cm , Length: 26.50cm
Weight:   1.420kg
ISBN:  

9780199239429

ISBN 10:   0199239428
Pages:   608
Publication Date:   19 March 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9780199609703
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

PART I: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT; 1. Changes and New Challenges; 2. The Global Marketing Environment; 3. Understanding Globalization; 4. Understanding Global Cultures and Buyer Behaviour; 5. Understanding Global Social and Ethical Issues; 6. Opportunity Analysis and Selection of Markets; PART II: 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 Chain and Distribution; 13. Managing Global Marketing Relationships; 14. Global Pricing and Terms of Access; PART III: IMPLEMENTING AND COORDINATING GLOBAL MARKETING OPERATIONS; 15. Sales Force Management and Negotiation; 16. Organizing and Controlling Global Marketing Operations

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