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Author:   Kiefer Lee (Principal Lecturer in Marketing and Programme Leader of Undergraduate Business and Management studies at Sheffield Hallam University) ,  Steve Carter (Professor at Edinburgh Business School. His specialities are global, strategic marketing and research methods.)
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Edition:   3rd Revised edition
Dimensions:   Width: 19.30cm , Height: 2.40cm , Length: 26.50cm
Weight:   1.438kg
ISBN:  

9780199609703

ISBN 10:   0199609705
Pages:   608
Publication Date:   29 March 2012
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   To order  
Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us.

Table of Contents

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

Reviews

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

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