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Global marketing management : changes, new challenges, and strategies

Author: Kiefer Lee; S Carter
Publisher: Oxford ; New York : Oxford University Press, 2009.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:
'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment.
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Genre/Form: Lehrbuch
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Kiefer Lee; S Carter
ISBN: 9780199239429 0199239428
OCLC Number: 302414706
Notes: Includes index.
Description: xxvii, 565 pages : color illustrations ; 27 cm
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.
Responsibility: Kiefer Lee, Steve Carter.
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Abstract:

Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing  Read more...

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