Global Marketing Management
Changes, Challenges and New Strategies
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A termék adatai:
- Kiadó Oxford University Press
- Megjelenés dátuma 2005. március 31.
- ISBN 9780199267521
- Kötéstípus Puhakötés
- Terjedelem632 oldal
- Méret 246x189x22 mm
- Súly 1174 g
- Nyelv angol
- Illusztrációk numerous colour illustrations and line figures 0
Kategóriák
Rövid leírás:
Global Marketing Management provides comprehensive coverage of the issues which define marketing in the world today. As well as covering long-standing topics, this book integrates and draws on new and existing theoretical insights from other management disciplines, including services marketing, knowledge management, relationship marketing, e-commerce and e-business, and corporate social responsibility. The discussion on these issues seeks to demonstrate how, through
adequate management of these issues , an organization could seek to develop and maintain sustainable global competitiveness. The book aims to equip students with some of the most current knowledge and practical skills to help them make key management decisions in the increasingly dynamic and challenging global
trading environment.
Hosszú leírás:
Global Marketing Management provides a comprehensive and complete solution for lecturers teaching the subject. As well as covering long-standing topics, there is a focus on contemporary and pervasive issues with chapters such as Corporate Social Responsibility and Ethics, Managing Knowledge in Global Operations, Global Marketing Relationships and Global Marketing in the Digital Age.
With an emphasis on the service sector, which is quickly becoming a major source of GDP in most developed countries, this new text aims to equip students with some of the most current knowledge and practical skills to help them make key management decisions in the increasingly dynamic and challenging global trading environment.
The wide-ranging pedagogical features within the text include boxed vignettes, short and long case studies with questions, and self-assessment questions. To complete the package there is an accompanying companion web site providing, for lecturers: PowerPoint slides, advice on case questions and end-of-chapter exercises, and additional case material; and for students: links to useful web sites, web exercises and references to further reading.
Tartalomjegyzék:
Part I: The Global Marketing Environment: Changes and New Challenges
Changes and New Challenges
The Global Marketing Environment
Understanding Global Cultures and Buyer Behaviour
Opportunity Analysis and Selection of Markets
Part II: The Development of Global Marketing Strategies
Managing the Process of Globalization
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
Global Pricing and Terms of Access
Part III: Managing Global Marketing Operations and New Challenges
Sales Force Management and Negotiation
Managing Global Marketing Relationships
Global Marketing in the Digital Age
Knowledge Management in International Operations
Corporate Social Responsibility and Ethics
Organizing and Controlling Global Marketing Operations
