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 internationalisation. 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 organisations 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 programmes, 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 centre accompanying the text will be updated for the new edition. The list of features is as follows: Lecturer resources: Instructor's manual PowerPoint slides Seminar activities Video clips Student resources: Additional case materials Internet exercises Multiple choice questions Web links

ISBN 0199239428   Pages 608 ISBN13 9780199239429 (What's this?)   Volumes 1 Publisher Oxford University Press   Weight (grammes) 1420 Imprint Oxford University Press   Published in Oxford Format Paperback   Previous ISBN 9780199267521 Publication date 19 Mar 2009   Height (mm) 265 Library of Congress 2009005337   Width (mm) 195 DEWEY 658.81   Spine width (mm) 22 DEWEY edition DC22   Academic level Professional / Scholarly

1		Changes and New Challenges		3
2		The Global Marketing Environment		36
3		Understanding Globalization		70
4		Understanding Global Cultures and Buyer Behaviour		103
5		Understanding Global Social and Ethical Issues		141
6		Opportunity Analysis and Selection of Markets		169
		Part 1 Case Study: Daimler AG (Mercedes-Benz) - The Place of an Icon in Global Marketing		202
7		Market Entry Strategies		209
8		Creating, Developing, and Maintaining Competitive Advantage		245
9		Product and Brand Management		279
10		Global Services Marketing		311
11		Management of Global Communications		343
12		Managing Supply Chain and Distribution		381
13		Managing Global Marketing Relationships		412
14		Global Pricing and Terms of Access		447
		Part Two Case Study: IKEA - A Long March to the Far East		485
15		Sales Force Management and Negotiation		491
16		Organizing and Controlling Global Marketing Operations		519
		Part Three Case Study: Oxfam International - Famine Relief or Pressure Group?		548
		Glossary of Marketing Terms		551
		Index		555

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