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

By: Contributor(s): Material type: TextTextPublication details: Oxford ; New York : Oxford University Press, 2005.Description: xxxi, 582 p. : col. ill. ; 25 cmISBN:
  • 0199267529
  • 9780199267521
Subject(s): DDC classification:
  • 658.8/4 22
LOC classification:
  • HD62.4 .L44 2005
  • L477g 2005
Online resources:
Contents:
Changes and new challenges -- The global marketing environment -- Understanding global cultures and buyer behaviour -- Opportunity analysis and selection of markets -- Managing the process of globalization -- 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 -- Global pricing and terms of access -- Sales force management and negotiation -- Managing global marketing relationships -- Global marketing in the digital age -- Knowledge management in international operations -- Corporate social responsibility and ethics -- Organizing and controlling global marketing operations.
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Holdings
Item type Current library Home library Collection Shelving location Call number Vol info Status Date due Barcode
Libro Libro Biblioteca Juan Bosch Biblioteca Juan Bosch Ciencias Sociales Ciencias Sociales (3er. Piso) HD62.4 .L44 2005 | L477g 2005 (Browse shelf(Opens below)) 3 Available 00000064192

Includes bibliographical references and index.

Changes and new challenges -- The global marketing environment -- Understanding global cultures and buyer behaviour -- Opportunity analysis and selection of markets -- Managing the process of globalization -- 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 -- Global pricing and terms of access -- Sales force management and negotiation -- Managing global marketing relationships -- Global marketing in the digital age -- Knowledge management in international operations -- Corporate social responsibility and ethics -- Organizing and controlling global marketing operations.

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