Global Marketing Management

Description

Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.

• 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

About the Author(s)

Kiefer Lee, Principal Lecturer in Marketing and Programme Leader of Undergraduate Business and Management studies at Sheffield Hallam University, and Steve Carter, Professor at Edinburgh Business School. His specialities are global, strategic marketing and research methods.

Table of Contents

Part One: Understanding the Global Marketing Environment
1:Changes and New Challenges
2:The Global Marketing Environment
3:Understanding Globalization
4:Understanding Global Cultures and Buyer Behaviours
5:Understanding Global Social and Ethical Issues
6:Opportunity Analysis and Selection of Markets
Part Two: The Development of Global Marketing Strategies
7:Market Entry Strategies
8:Creating, Developing and Maintaining Competitive Advantage
9:Product and Brand Management
10:Global Services Marketing
11:Management of Global Communications
12:Managing Supply Chains and Distribution
13:Managing Global Marketing Relationships
14:Global Pricing and Terms of Access
Part Three: Implementing and Coordinating Global Marketing Operations
15:Sales Force Management and Negotiations
16:Organizing and Controlling Global Marketing Operations

Reviews

Review from previous edition Best on the market. Global Marketing has excellent content, insight and a user friendly structure. It is differentiated from other texts by reference to contemprorary and emergent topics. - Dr Catherine McGuinn, Institute of Technology, Sligo

Very good, outstanding. - Dr Said Al-Hasan, Glamorgan Business School

This book is more comprehensive than comparable text books and offers a combination of theory and practical application that is often missing. - Dr Antje Cockrill, Swansea University

Additional Resources

Online Resource Centre
For students:

Links to video (new)
Additional case material and discussion questions
Internet exercises
Multiple choice questions
Web links

For Lecturers:

Instructor's manual
Answers to the additional case material discussion questions
PowerPoint slides
Seminar activities