OXFORD UNIVERSITY PRESS

Global Marketing Management (3rd edition)

ISBN : 9780199609703

参考価格(税込): 
¥10,406
著者: 
Kiefer Lee; Steve Carter
ページ
608 ページ
フォーマット
Paperback
サイズ
193 x 265 mm
刊行日
2012年03月
メール送信
印刷

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

目次: 

PART ONE: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT
PART TWO: THE DEVELOPMENT OF GLOBAL MARKETING STRATEGIES
PART THREE: IMPLEMENTING AND COORDINATING GLOBAL MARKETING OPERATIONS

著者について: 

Kiefer Lee, Principal Lecturer in Marketing and Programme Leader of Undergraduate Business and Management studies at Sheffield Hallam University; Steve Carter, Professor at Edinburgh Business School. His specialities are global, strategic marketing and research methods.

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