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Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter.
Material type:
TextPublication details: New Delhi : Oxford University Press, c2012.Edition: 3rd edDescription: xxv, 578 p. : col. ill. ; 27 cmISBN: - 9780199668724
- 658.84 22 LEE-3ed
- HD62.4 .L44 2012
Contents:
Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding global social and ethical and ecological aspects of market planning -- 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.
| Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
Books
|
Learning Resource Centre | 658.84 LEE-3ed (Browse shelf(Opens below)) | Available | 5168 |
Total holds: 0
Includes index.
Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding global social and ethical and ecological aspects of market planning -- 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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