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Global Marketing Management

Global Marketing Management

          
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About the Book

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. Key Features New to this edition New or updated end-of-chapter case studies for all chapters with a longer case study added to the end of each part. New diagrams and photographs integrated throughout the text for enhanced learning and teaching. Coverage of knowledge management and digital marketing have been integrated throughout the text as a whole. Video clips for lecturers to use in their teaching are accessible from the lecturere part of the online resource centre. About the AuthorKiefer Lee Senior Lecturer in Marketing, Sheffield Hallam University Steve Carter Professor of African Business specialising in Global and Strategic Marketing, Leeds Metropolitan University Table of Contents Part I: The Global Marketing Environment 1: Changes and New Challenges 2: The Global Marketing Environment 3: Understanding Global Cultures and Buyer Behaviour 4: Corporate Social Responsibility and Ethics 5: Opportunity Analysis and Selection of Markets Part II: The Development of Global Marketing Strategies 6: Managing the Process of Globalisation 7: Market Entry Strategies 8: Creating, Developing and Maintaining Competitive Advantage 9: Global Product Decisions 10: Global Services Marketing 11: Management of Global Communications 12: Marketing 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 Negotiations 16: Assessing and Monitoring Marketing Effectiveness


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Product Details
  • ISBN-13: 9780199601363
  • Publisher: Oxford University Press
  • Publisher Imprint: Oxford University Press
  • Edition: 2
  • No of Pages: 565
  • ISBN-10: 0199601364
  • Publisher Date: 2010
  • Binding: Paperback
  • Language: English
  • Weight: 961.62 gr

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