Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter.

By: Lee, KieferContributor(s): Carter, S. (Steve)Material type: TextTextLanguage: English Publication details: Oxford ; New York : Oxford University Press, 2009Edition: 2nd edDescription: xxvii, 565 p. : col. ill. ; 27 cmISBN: 9780199239429; 0199239428Subject(s): International business enterprises -- Management | Strategic planningLOC classification: HD62.4 | .L44 2009
Contents:
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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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Book Fujairah University
Main Library HD62.4 .L44 2009 (Browse shelf (Opens below)) C.1 Available 002102

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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