Overview

Full Product Details

Author:   Kiefer Lee ,  Steve Carter
Publisher:   Oxford University Press
Imprint:   Oxford University Press
Edition:   2nd Revised edition
Dimensions:   Width: 19.50cm , Height: 2.20cm , Length: 26.50cm
Weight:   1.420kg
ISBN:  

9780199239429

ISBN 10:   0199239428
Pages:   608
Publication Date:   19 March 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Replaced By:   9780199609703
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

PART I: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT; 1. Changes and New Challenges; 2. The Global Marketing Environment; 3. Understanding Globalization; 4. Understanding Global Cultures and Buyer Behaviour; 5. Understanding Global Social and Ethical Issues; 6. Opportunity Analysis and Selection of Markets; PART II: 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 Chain and Distribution; 13. Managing Global Marketing Relationships; 14. Global Pricing and Terms of Access; PART III: IMPLEMENTING AND COORDINATING GLOBAL MARKETING OPERATIONS; 15. Sales Force Management and Negotiation; 16. Organizing and Controlling Global Marketing Operations

Reviews

Author Information

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions