Global marketing management : Changes, new challenges, and strategies /
By: Lee, Kiefer.
Contributor(s): Carter, Steve.
Publisher: Oxford ; New York : Oxford University Press, 2009Edition: 2nd ed.Description: xxvii, 565 p. : col. ill. ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780199239429; 9780199239429:; 0199239428.Subject(s): International business enterprises -- Management | Export marketing -- Management | Strategic planning![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
![]() |
ATU Sligo Yeats Library Main Lending Collection | 658.84 LEE (Browse shelf(Opens below)) | 1 | Available | 0075885 |
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.
'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.