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.
PART ONE: Understanding the Global Marketing Environment
Chapter 1: Changes and New Challenges
Chapter 2: The Global Marketing Environment
Chapter 3: Understanding Globalization
Chapter 4: Understanding Global Cultures and Buyer Behaviour
Chapter 5: Understanding Social, Ethical, and Ecological Aspects of Market Planning
Chapter 6: Opportunity Analysis and Selection of Markets
PART TWO: The Development of Global Marketing Strategies
Chapter 7: Market Entry Strategies
Chapter 8: Creating, Developing, and Maintaining Competitive Advantage
Chapter 9: Product and Brand Management
Chapter 10: Global Services Marketing
Chapter 11: Management of Global Communications
Chapter 12: Managing Supply Chain and Distribution
Chapter 13: Managing Global Marketing Relationships
Chapter 14: Global Pricing and Terms of Access
PART THREE: Implementing and Coordinating Global Marketing Operations
Chapter 15: Sales Force Management and Negotiation
Chapter 16: Organizing and Controlling Global Marketing Operations
