Global marketing management : changes, new challenges, and strategies

Kiefer Lee; Steve Carter

'Global Marketing Management' provides comprehensive coverage of the issues which define marketing in the world today, equipping students with some of the most current knowledge and practical skills to help them make key management decisions in the dynamic and challenging global trade environment

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Year of publication:	2009 ; 2. ed.
Authors:	Lee, Kiefer ; Carter, Steve
Publisher:	Oxford [u.a.] : Oxford Univ. Press
Subject:	Internationales Marketing \| International marketing \| Marketingmanagement \| Marketing management
Description of contents:	Table of Contents [gbv.de] ; Description [loc.gov]

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Extent:	XXVII, 565 S. Ill., graph. Darst. 25cm
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Lehrbuch ; Textbook
Language:	English
Notes:	Previous ed.: 2004 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.
ISBN:	0-19-923942-8 ; 978-0-19-923942-9
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10003782779