Global marketing management : changes, challenges and new strategies /
By: Lee, Kiefer
Title By: Carter, S., (Steve)
Material type: BookPublisher: Oxford ; New York : Oxford University Press, 2005.Description: xxxi, 582 p. : col. ill ; 25 cm.ISBN: 0199267529; 9780199267521Subject(s): International business enterprises -- Management | Strategic planningDDC classification: 658.8/4Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 658.84 LE GL (Browse shelf) | Available | T0025439 |
Includes bibliographical references and index.
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.