MTU Library Catalogue

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Global marketing management : changes, new challenges and strategies / Kiefer Lee and Steve Carter.

By: Lee, Kiefer [author.].
Contributor(s): Carter, S. (Steve) [author.].
Material type: materialTypeLabelBookPublisher: Oxford : Oxford University Press, [2012]Copyright date: ©2012Edition: Third edition.Description: xxv, 578 pages : color illustrations ; 27 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780199609703 (paperback).Subject(s): International business enterprises -- Management | Strategic planningDDC classification: 658.84
Contents:
Part One: Understanding the global marketing environment -- Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding social, ethical and ecological aspects of market planning -- Opportunity analysis and selection of markets -- Part One Case study: Charting new frontiers in digital music -- Part Two: The development of global marketing strategies -- Market entry strategies -- Creating, developing and maintaining competitive advantage -- Product and brand management -- Global services marketing -- Management of global communications -- Managing supply chain and distribution -- Managing global marketing relationships -- Global pricing and terms of access -- Part Two Case study: The global thirst for bottled soft drinks -- Part Three: Implementing and coordinating global marketing operations -- Sales force management and negotiation -- Organizing and controlling global marketing operations -- Part Three case study: Expanding higher education in Southern Africa.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) Available 00197153
General lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) Available 00197154
General lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) Checked out 07/11/2025 00218671
General lending MTU Bishopstown Library Lending 658.84 (Browse shelf(Opens below)) 1 Available 00191417
Total holds: 0

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references and index.

Part One: Understanding the global marketing environment -- Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding social, ethical and ecological aspects of market planning -- Opportunity analysis and selection of markets -- Part One Case study: Charting new frontiers in digital music -- Part Two: The development of global marketing strategies -- Market entry strategies -- Creating, developing and maintaining competitive advantage -- Product and brand management -- Global services marketing -- Management of global communications -- Managing supply chain and distribution -- Managing global marketing relationships -- Global pricing and terms of access -- Part Two Case study: The global thirst for bottled soft drinks -- Part Three: Implementing and coordinating global marketing operations -- Sales force management and negotiation -- Organizing and controlling global marketing operations -- Part Three case study: Expanding higher education in Southern Africa.

CIT Module MRKT9010 - Core reading.

Table of contents provided by Syndetics

  • Part 1 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 2 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 3 Implementing and Coordinating Global Marketing Operations
  • 15 Sales Force Management and Negotiations
  • 16 Organizing and Controlling Global Marketing Operations

Author notes provided by Syndetics

Kiefer Lee is Principal Lecturer in Marketing and Programme Leader for undergraduate Business and Management at Sheffield Hallam University, and Steve Carter is Professor of African Business specialising in Global and Strategic Marketing at Leeds Metropolitan University.