Global marketing management
Subtitle: changes, new challenges, and strategies
By: Kiefer Lee, Steve Carter
Contributors: Carter, S. (Steve)
Edition: 3rd ed.
Publisher: Oxford University Press
Published: 2012
Place of publication: Oxford
Language: eng
Number of pages: 578
ISBN-13: 9780199609703
Subjects: International business enterprises; Management; Strategic planning
Notes: Includes index.
Table of contents: title: Changes and new challenges; title: The global marketing environment; title: Understanding globalization; title: Understanding global cultures and buyer behaviour; title: Understanding global social and ethical issues; title: Opportunity analysis and selection of markets; title: Market entry strategies; title: Creating, developing, and maintaining competitive advantage; title: Product and brand management; title: Global services marketing; title: Management of global communications; title: Managing supply chain and distribution; title: Managing global marketing relationships; title: Global pricing and terms of access; title: Sales force management and negotiation; title: Organizing and controlling global marketing operations.