Pub. Date:
Oxford University Press
Global Marketing Management / Edition 3

Global Marketing Management / Edition 3

by Kiefer Lee


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Product Details

ISBN-13: 2900199609702
Publisher: Oxford University Press
Publication date: 05/23/2012
Edition description: New Edition
Pages: 608
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

About 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).

Table of Contents

Part One: Understanding the Global Marketing Environment
1. Changes and New Challenges
2. The Global Marketing Environment
3. Understanding Globalization
4. Understanding Global Cultures and Buyer Behaviors
5. Understanding Global Social and Ethical Issues
6. Opportunity Analysis and Selection of Markets
Part Two: The Development of Global Marketing Strategies
7. Market Entry Strategies
8. Creating, Developing, and Maintaining Competitive Advantage
9. Product and Brand Management
10. Global Services Marketing
11. Management of Global Communications
12. Managing Supply Chains and Distribution
13. Managing Global Marketing Relationships
14. Global Pricing and Terms of Access
Part Three: Implementing and Coordinating Global Marketing Operations
15. Sales Force Management and Negotiations
16. Organizing and Controlling Global Marketing Operations

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