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Global Marketing Management

ISBN: 9780199609703 | 0199609705

Edition: 3rd
Format: Paperback
Publisher: Oxford University Press, USA
Pub. Date: 5/23/2012

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Summary Table of Contents

Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The third edition addresses contemporary issues in the marketing environment such as climate change and sustainable devleopment, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. The authors examine the implications of these issues and consider how they may be applied to the management of globalmarketing programmes. The authors equip students with the knowledge and ski... MORElls to enable them to make key management decisions and understand how organizations may navigate 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 programmes, as well as the analysis and solution of management problems in global operations. Online Resource CentreFor students:Links to video (new)Additional case material and discussion questionsInternet exercisesMultiple choice questionsWeb linksFor Lecturers:Instructor's manualAnswers to the additional case material discussion questionsPowerPoint slidesSeminar activities

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. NEW TO THIS EDITION: * Updated case studies and vignettes and more examples that illustrate the relationship between theory and practice * Increased coverage of new media and social networking, emerging markets (i.e., the BRIC countries), parallel and grey markets, dumping, and political-legal and economic issues * More emphasis on CSR and competitive advantage in a substantially updated Chapter 5, "Understanding Global Social and Ethical Issues" * Coverage of the challenges and practical issues facing international market research * A greater focus on the international aspects of sponsorship, publicity, and personal selling * Stronger links to the development of global brand image via marketing communication * Inclusion of a global marketing audit * Longer end-of-chapter and end-of-part cases that provide more versatile options for lectures and assignments * Three video links for each chapter on the Companion Website

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 Behaviors
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 Manag... MORE

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