Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter.
Material type:
TextPublication details: Oxford : Oxford University Press, c2012.Edition: 3rd edDescription: xxv, 578 p. : col. ill. ; 27 cmISBN: - 9780199609703
- 658.8/4 22
- HD62.4 .L44 2012
| Item type | Current library | Call number | Status | Barcode | |
|---|---|---|---|---|---|
Books
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Marbella International University Centre Library | 658.84 LEE glo (Browse shelf(Opens below)) | Available | 12425 |
Browsing Marbella International University Centre shelves,Shelving location: Library Close shelf browser (Hides shelf browser)
| 658.84 HOL glo Global marketing / | 658.84 INT int International marketing / | 658.84 INT int Internet marketing : | 658.84 LEE glo Global marketing management : | 658.85 BEN met The method of selling : | 658.85 BRO sal Sales techniques / | 658.85 RAM eve The everything sales book : |
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.
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