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TitleGlobal marketing management : changes, new challenges, and strategies
Author Kiefer Lee and Steve Carter
Imprint Oxford : Oxford Unversity Press, 2012
Edition 3rd ed
Descript xxv, 578 p. : col. ill. ; 27 cm

CONTENT

Part 1: Understanding the global marketing environment -- Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding social, ethical, and ecological aspects of market planning -- Opportunity analysis and selection of markets -- Part 2: The development of global marketing strategies -- 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 -- Part 3: Implementing and coordinating global marketing operations -- Sales force management and negotiation -- Organizing and controlling global marketing operations


International business enterprises -- Management Strategic planning

LOCATIONCALL#STATUS
Sasin Library658.84 L478G 2012CHECK SHELVES

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