Global Marketing Management by Kiefer LeeGlobal Marketing Management by Kiefer Lee

Global Marketing Management

byKiefer Lee, Steve Carter

Paperback | April 11, 2012

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Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The third edition addresses contemporary issues in the marketing environment such as climate change and sustainable devleopment, service delivery, ICT technologies andsocial media, strategic branding, and maintaining relationships. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. The authors equip students with the knowledge and skills to enable them to make key management decisions and understand how organizations may navigate through the increasingly dynamic and challenging global trading environment. It enables students to identify, evaluate, and integrate a wide range ofmanagement concepts to create and execute highly effective global marketing programmes, as well as the analysis and solution of management problems in global operations. Online Resource CentreFor students:Links to video (new)Additional case material and discussion questionsInternet exercisesMultiple choice questionsWeb linksFor Lecturers:Instructor's manualAnswers to the additional case material discussion questionsPowerPoint slidesSeminar activities
Kiefer Lee is Principal Lecturer in Marketing and Programme Leader for undergraduate Business and Management at Sheffield Hallam University, and Steve Carter is Professor of African Business specialising in Global and Strategic Marketing at Leeds Metropolitan University.
Title:Global Marketing ManagementFormat:PaperbackDimensions:592 pagesPublished:April 11, 2012Publisher:Oxford University PressLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0199609705

ISBN - 13:9780199609703


Table of Contents

Part One: Understanding the Global Marketing Environment1. Changes and New Challenges2. The Global Marketing Environment3. Understanding Globalization4. Understanding Global Cultures and Buyer Behaviours5. Understanding Global Social and Ethical Issues6. Opportunity Analysis and Selection of MarketsPart Two: The Development of Global Marketing Strategies7. Market Entry Strategies8. Creating, Developing and Maintaining Competitive Advantage9. Product and Brand Management10. Global Services Marketing11. Management of Global Communications12. Managing Supply Chains and Distribution13. Managing Global Marketing Relationships14. Global Pricing and Terms of AccessPart Three: Implementing and Coordinating Global Marketing Operations15. Sales Force Management and Negotiations16. Organizing and Controlling Global Marketing Operations

Editorial Reviews

"This book is more comprehensive than comparable text books and offers a combination of theory and practical application that is often missing." --Dr Antje Cockrill, Swansea University