Lee, K: Global Marketing Management
(Sprache: Englisch)
Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand...
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Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
Inhaltsverzeichnis zu „Lee, K: Global Marketing Management “
Part One: Understanding the Global Marketing Environment; 1 Changes and New Challenges; 2 The Global Marketing Environment; 3 Understanding Globalization; 4 Understanding Global Cultures and Buyer Behaviours; 5 Understanding Global Social and Ethical Issues; 6 Opportunity Analysis and Selection of Markets; Part Two: 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 Chains and Distribution; 13 Managing Global Marketing Relationships; 14 Global Pricing and Terms of Access; Part Three: Implementing and Coordinating Global Marketing Operations; 15 Sales Force Management and Negotiations; 16 Organizing and Controlling Global Marketing Operations
Bibliographische Angaben
- Autoren: Kiefer Lee , Steve Carter
- 2012, 3rd edition, XXV, 578 Seiten, 100 farbige Abbildungen, Maße: 19,7 x 26,4 cm, Kartoniert (TB), Englisch
- Verlag: Oxford University Press
- ISBN-10: 0199609705
- ISBN-13: 9780199609703
Sprache:
Englisch
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