Journals Higher Education

£52.99

Paperback

Published: 29 March 2012

608 Pages | 100 colour line drawings, 130 colour half-tones

265x195mm

ISBN: 9780199609703


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This text is published by OUP Higher Education Division

Chapter 1 Companion website

Global Marketing Management

Third Edition

Kiefer Lee and Steve Carter

  • Equips students with current knowledge and practical skills, helping them to make key management decisions.
  • Good balance of theory and practical examples which bring home to students the rapidly changing global environment in which modern international marketing now takes place.
  • Strong focus on services marketing, managing relationships in a global context, ICT and social media, and strategic brand management, ensuring students receive up-to-date information on key contemporary topics in global marketing.

New to this Edition:

  • Case studies and vignettes updated and greater number of examples within the text to illustrate theory to practice
  • Increased coverage of new media and social networking
  • Greater coverage of emerging markets, for example the BRIC countries
  • Increased coverage of political-legal and economic issues
  • Greater emphasis on CSR and competitive advantage in a substantially updated chapter 5 'Understanding global social and ethical issues'
  • Discussion of the challenges and practical issues facing international market research
  • Greater international focus on sponsorship, publicity, and personal selling
  • Stronger links to the development of global brand image via marketing communication
  • Increased coverage of parellel and grey markets, and the issue of dumping
  • Inclusion of global marketing audit
  • Inclusion of 3 video links for each chapter on the Online Resource Centre
  • End-of-chapter and end-of-part cases lengthened to provide more versatile options for lectures, seminars and assignments
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