Global marketing management : changes, new challenges, and strategies - Lee, Kiefer; Carter, S. (Steve) (Oxford : Oxford University Press, 2012)
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.
Includes index.
Keywords: International business enterprises -- Management; Strategic planning