Lee, Kiefer.
Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter. - 2nd ed. - Oxford ; New York : Oxford University Press, 2009. - xxvii, 565 p. : col. ill ; 27 cm.
Includes index.
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.
9780199239429 0199239428
2009005337
International business enterprises--Management.
Strategic planning.
HD62.4 / .L44 2009
658.8/4
Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter. - 2nd ed. - Oxford ; New York : Oxford University Press, 2009. - xxvii, 565 p. : col. ill ; 27 cm.
Includes index.
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.
9780199239429 0199239428
2009005337
International business enterprises--Management.
Strategic planning.
HD62.4 / .L44 2009
658.8/4