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Global Marketing Management

Kiefer Lee, Steve Carter

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ISBN 10: 0199609705 / ISBN 13: 9780199609703
Published by Oxford University Press, USA, 2012
Used Condition: Used: Good Soft cover
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Bibliographic Details

Title: Global Marketing Management

Publisher: Oxford University Press, USA

Publication Date: 2012

Binding: Paperback

Book Condition:Used: Good

Edition: 3.

About this title

Synopsis:

Featuring a perfect balance of theoretical and practical examples, Global Marketing Management, Third Edition, shows students how organizations navigate through today's rapidly changing and challenging global trading environment. Adopting a strategic management framework, the text enables students to identify, evaluate, and integrate a wide range of management concepts in order to create and execute highly effective global marketing programs. It also discusses how to analyze and solve management problems in global operations.

The third edition addresses such key contemporary issues as climate change and sustainable development, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. Authors Kiefer Lee and Steve Carter examine the implications of these issues and consider how they may be applied to the management of global marketing programs. The Companion Website offers numerous resources for students and instructors.

About the Author:

Kiefer Lee is Principal Lecturer in Marketing and Programme Leader for undergraduate Business and Management at Sheffield Hallam University, and Steve Carter is Professor of African Business specialising in Global and Strategic Marketing at Leeds Metropolitan University.

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