What do you think?
Global Marketing Management
The second edition of Global Marketing Management addresses contemporary issues in international marketing such as climate change and sustainable development, service delivery and service quality, technology, strategic branding, and building and maintaining relationships. These issues have
brought about new challenges at both strategic and operational levels to organisations of all sizes, and at various stages of internationalization. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. A new
chapter on strategic brand management has been added for the new edition, and content on knowledge management and the digital age is now integrated throughout the text as a whole, reflecting changes in marketing practice.
Global Marketing Management equips students with knowledge and skills to enable them to make key management decisions and understand how organizations may be navigated 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 programs, as well as analyse and remedy management problems in managing global operations. Students will be able to assess and monitor a company's effectiveness, and examine the implications and
applications of contemporary thinking on global marketing management.
The online resource center accompanying the text will be updated for the new edition. The list of features is as
Lecturer
Instructor's manual
PowerPoint slides
Seminar activities
Video clips
Student
Additional case materials
Internet exercises
Multiple choice questions
Web links
brought about new challenges at both strategic and operational levels to organisations of all sizes, and at various stages of internationalization. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. A new
chapter on strategic brand management has been added for the new edition, and content on knowledge management and the digital age is now integrated throughout the text as a whole, reflecting changes in marketing practice.
Global Marketing Management equips students with knowledge and skills to enable them to make key management decisions and understand how organizations may be navigated 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 programs, as well as analyse and remedy management problems in managing global operations. Students will be able to assess and monitor a company's effectiveness, and examine the implications and
applications of contemporary thinking on global marketing management.
The online resource center accompanying the text will be updated for the new edition. The list of features is as
Lecturer
Instructor's manual
PowerPoint slides
Seminar activities
Video clips
Student
Additional case materials
Internet exercises
Multiple choice questions
Web links
608 pages, Paperback
First published August 1, 2006
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
No one has reviewed this book yet.