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

By: Contributor(s): Material type: TextPublication details: Oxford : Oxford University Press, c2012.Edition: 3rd edDescription: xxv, 578 p. : col. ill. ; 27 cmISBN:
  • 9780199668724
Subject(s): DDC classification:
  • 658.84 LEE [ Shelf 80]
Online resources:
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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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Reference Indian Institute Of Management, Shillong 658.84 LEE [ Shelf 80] (Browse shelf(Opens below)) Not for loan 0012252

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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