Lee, Kiefer.
Global marketing management : changes, challenges and new strategies / Kiefer Lee, Steve Carter. - Oxford ; New York : Oxford University Press, 2005. - xxxi, 582 p. : col. ill. ; 25 cm.
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.
0199267529 (pbk.) 9780199267521 (pbk.)
2005003201
International business enterprises--Management.
Strategic planning.
HD62.4 / .L44 2005
658.84 / LEE 2005
Global marketing management : changes, challenges and new strategies / Kiefer Lee, Steve Carter. - Oxford ; New York : Oxford University Press, 2005. - xxxi, 582 p. : col. ill. ; 25 cm.
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.
0199267529 (pbk.) 9780199267521 (pbk.)
2005003201
International business enterprises--Management.
Strategic planning.
HD62.4 / .L44 2005
658.84 / LEE 2005