Global Marketing Management / Edition 2

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Overview


Global Marketing Management provides a comprehensive and complete solution for lecturers teaching the subject. As well as covering long-standing topics, there is a focus on contemporary and pervasive issues with chapters such as Corporate Social Responsibility and Ethics, Managing Knowledge in Global Operations, Global Marketing Relationships and Global Marketing in the Digital Age.
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Product Details

  • ISBN-13: 9780199239429
  • Publisher: Oxford University Press
  • Publication date: 5/25/2009
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 580
  • Product dimensions: 7.70 (w) x 10.40 (h) x 1.00 (d)

Meet the Author

Kiefer Lee is Senior Lecturer in Marketing, Sheffield Hallam University, prior to which he was Senior Lecturer in Marketing, University of Derby. Steve Carter is Professor of Marketing and Programme Group Manager, Full Time Computing and Masters programmes in The Derbyshire Business School, University of Derby. Prior to this he was Head of the Division of Strategy and Marketing at The Derbyshire Business School, and was Project Director for the UN project, Centre and Network for Agricultural Marketing Training in Eastern and Southern Africa (1989-1995).

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Table of Contents

Pt. 1 Globalization
1 Globalization Imperative 1
Pt. 2 Global Marketing Environment
2 Global Economic Environment 29
3 Financial Environment 59
4 Global Cultural Environment and Buying Behavior 93
5 Political and Legal Environment 132
Pt. 3 Development of Competitive Marketing Strategy
6 Global Marketing Research 175
7 Global Segmentation and Positioning 204
8 Global Marketing Strategies 231
9 Global Market-Entry Strategies 264
10 Global Sourcing Strategy: R&D, Manufacturing, and Marketing Interfaces 297
Pt. 4 Global Marketing Strategy Development
11 Global Product Policy Decisions I: Developing New Products for Global Markets 326
12 Global Product Policy Decisions II: Marketing Products and Services 352
13 Global Pricing 386
14 Communicating with the World Consumer 417
15 Sales Management 452
16 Global Logistics and Distribution 480
17 Export and Import Management 507
Pt. 5 Managing Global Operations
18 Planning, Organization, and Control of Global Marketing Operations 539
19 Global Marketing and the Internet 562
Cases 587
Web Cases
Photo Credits 672
Index 673
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