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Cover Art
Author Lee, Kiefer.

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

Published Oxford ; New York : Oxford University Press, 2005.


Location Call No. Status
 UniM Giblin Eunson  658.84 LEE    AVAILABLE
Physical description xxxi, 582 pages : colour illustrations ; 25 cm
Notes Formerly CIP. Uk.
Bibliography Includes bibliographical references and index.
Contents Changes and new challenges -- The global marketing environment -- Understanding global cultures and buyer behaviour -- Opportunity analysis and selection of markets -- Managing the process of globalization -- 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 -- Global pricing and terms of access -- Sales force management and negotiation -- Managing global marketing relationships -- Global marketing in the digital age -- Knowledge management in international operations -- Corporate social responsibility and ethics -- Organizing and controlling global marketing operations.
Other author Carter, S. (Steve)
Subject International business enterprises -- Management.
Strategic planning.
ISBN 0199267529 (paperback)
9780199267521 (paperback)