Global Marketing Management

Cechy produktu

  • ISBN 9780199609703 
  • Autor Lee, Kiefer / Carter, Steve 
  • Wydawnictwo Oxford University Press 
  • Ilość stron 608 


Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The third edition addresses contemporary issues in the marketing environment such as climate change and sustainable devleopment, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. The authors equip students with the knowledge and skills to enable them to make key management decisions and understand how organizations may navigate through the increasingly dynamic and challenging global trading environment. It enables students to identify, evaluate, and integrate a wide range of management concepts to create and execute highly effective global marketing programmes, as well as the analysis and solution of management problems in global operations. Online Resource Centre For students: Links to video (new) Additional case material and discussion questions Internet exercises Multiple choice questions Web links For Lecturers: Instructor's manual Answers to the additional case material discussion questions PowerPoint slides Seminar activities

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