Global marketing management

By:

Lee, Kiefer

Contributor(s):

Carter, Steve

Material type: Text

TextPublication details: Oxford University Press Oxford 2012Edition: 3rdDescription: xxv, 578 pISBN:

9780199609703

Subject(s):

DDC classification:

658.84 LEE

Summary: 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. (https://global.oup.com/ushe/product/global-marketing-management-9780199609703?cc=in&lang=en&)

List(s) this item appears in: Marketing Management I | Brand management

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.84 LEE (Browse shelf(Opens below))	1	Available		007725

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.

(https://global.oup.com/ushe/product/global-marketing-management-9780199609703?cc=in&lang=en&)

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