Global marketing management
By: Kiefer Lee, Steve Carter.
Contributors: Carter, S.
Publisher: Oxford University Press
Published: 2005
Place of publication: New York
Language: eng
Number of pages: 582
ISBN-13: 9780199267521
Subjects: International business enterprises -- Management; Strategic planning
Table of contents: title: Changes and new challenges; title: The global marketing environment; title: Understanding global cultures and buyer behaviour; title: Opportunity analysis and selection of markets; title: Managing the process of globalization; 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: Global pricing and terms of access; title: Sales force management and negotiation; title: Managing global marketing relationships; title: Global marketing in the digital age; title: Knowledge management in international operations; title: Corporate social responsibility and ethics; title: Organizing and controlling global marketing operations.