Global Marketing Management

by Lee, Kiefer; Carter, Steve

• ISBN13: 9780199239429
• ISBN10: 0199239428
• Edition: 2nd
• Format: Paperback
• Copyright: 2009-05-25
• Publisher: Oxford University Press

Summary

The second edition of Global Marketing Management/I addresses contemporary issues in international marketing such as climate change and sustainable development, service delivery and service quality, technology, strategic branding, and building and maintaining relationships. These issues havebrought about new challenges at both strategic and operational levels to organisations of all sizes, and at various stages of internationalisation. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. A newchapter on strategic brand management has been added for the new edition, and content on knowledge management and the digital age is now integrated throughout the text as a whole, reflecting changes in marketing practice. Global Marketing Management/I equips students with knowledge and skills to enable them to make key management decisions and understand how organisations may be navigated through the increasingly dynamic and challenging global trading environment. It enables students to identify, evaluate, andintegrate a wide range of management concepts to create and execute highly effective global marketing programmes, as well as analyse and remedy management problems in managing global operations. Students will be able to assess and monitor a company's effectiveness, and examine the implications andapplications of contemporary thinking on global marketing management.The online resource centre accompanying the text will be updated for the new edition. The list of features is as follows:Lecturer resources:Instructor's manual PowerPoint slides Seminar activities List of suggested video clipsStudent resources:Additional case materials Internet exercises Multiple choice questions Web links

Table of Contents

The Global Marketing Environment

Changes and New Challenges

The Global Marketing Environment

Understanding Global Cultures and Buyer Behaviour

Corporate Social Responsibility and Ethics

Opportunity Analysis and Selection of Markets

The Development of Global Marketing Strategies

Managing the Process of Globalisation

Market Entry Strategies

Creating, Developing and Maintaining Competitive Advantage

Strategic Brand Management

Global Product Decisions

Global Services Marketing

Management of Global Communications

Marketing Supply Chain and Distribution

Managing Global Marketing Relationships

Global Pricing and Terms of Access

Implementing and Coordinating Global Marketing Operations

Sales Force Management and Negotiations

Assessing and Monitoring Marketing Effectiveness

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