Global Marketing Management (Paperback)

Global Marketing Management By Kiefer Lee, Steve Carter Cover Image
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Description


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.


Product Details
ISBN: 9780199609703
ISBN-10: 0199609705
Publisher: Oxford University Press, USA
Publication Date: May 23rd, 2012
Pages: 608
Language: English