Global marketing management :changes, new challenges, and strategies /

by Lee, Kiefer.
Additional authors: Carter, S. -- (Steve)
Edition statement:2nd ed. Published by : Oxford University Press, (Oxford ; | New York :) Physical details: xxvii, 565 p. : col. ill. ; 27 cm. ISBN:9780199239429; 0199239428.
Subject(s): International business enterprises -- Management. | Strategic planning.
Year: 2009
Online resources:
Item type: Book
Current library Call number Copy number Status Date due Barcode Item holds
Riara University Library
General stack 		HD62.4.L44 2009 (Browse shelf (Opens below)) C.1 Available 8474/16
Total holds: 0

Includes index.

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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