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Global marketing management : changes, new challenges, and strategies / Kiefer Lee ; Steve Carter

By: Contributor(s): Material type: TextTextPublication details: Oxford : Oxford University Press, c2012.Edition: 3rd edDescription: 578 p col. ill. ; 27 cmISBN:
  • 9780199668724
Subject(s): DDC classification:
  • 658.84 LEE/G
Online resources:
Contents:
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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Holdings
Item type Current library Collection Call number Status Notes Date due Barcode
Books Books MES KC LIBRARY Management Management 658.84 LEE/G (Browse shelf(Opens below)) Available GL53R4 37819

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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