Global Marketing Management
Price: 630.00 INR
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ISBN:
9780199668724
Publication date:
05/06/2012
Paperback
608 pages
266.0x197.0mm
Price: 630.00 INR
We sell our titles through other companies
Disclaimer :You will be redirected to a third party website.The sole responsibility of supplies, condition of the product, availability of stock, date of delivery, mode of payment will be as promised by the said third party only. Prices and specifications may vary from the OUP India site.
ISBN:
9780199668724
Publication date:
05/06/2012
Paperback
608 pages
266.0x197.0mm
Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions.
Rights: World Rights
Description
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 global marketing programmes. The authors equip students with the knowledge and skills 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.
Table of contents
PART ONE: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT
Chapter 1. Changes and New Challenges
Chapter 2. The Global Marketing Environment
Chapter 3. Understanding Globalization
Chapter 4. Understanding Global Cultures and Buyer Behaviours
Chapter 5. Understanding Global Social and Ethical Issues
Chapter 6. Opportunity Analysis and Selection of Markets
PART TWO: THE DEVELOPMENT OF GLOBAL MARKETING STRATEGIES
Chapter 7. Market Entry Strategies
Chapter 8. Creating, Developing and Maintaining Competitive Advantage
Chapter 9. Product and Brand Management
Chapter 10. Global Services Marketing
Chapter 11. Management of Global Communications
Chapter 12. Managing Supply Chains and Distribution
Chapter 13. Managing Global Marketing Relationships
Chapter 14. Global Pricing and Terms of Access
PART THREE: IMPLEMENTING AND COORDINATING GLOBAL MARKETING OPERATIONS
Chapter 15. Sales Force Management and Negotiations
Chapter 16. Organizing and Controlling Global Marketing Operations
Features
- 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.
- Online Resources
- The following resources are available to support the student and faculty using this text:
- For Instructor:
- 1. Instructor's manual
- 2. Answers to the additional case material discussion questions
- 3. PowerPoint slides
- 4. Seminar activities
- For Student:
- 1. Links to video (new)
- 2. Additional case material and discussion questions
- 3. Internet exercises
- 4. Multiple choice questions
- 5. Web links
- 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
Description
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 global marketing programmes. The authors equip students with the knowledge and skills 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.
Read MoreTable of contents
PART ONE: UNDERSTANDING THE GLOBAL MARKETING ENVIRONMENT
Chapter 1. Changes and New Challenges
Chapter 2. The Global Marketing Environment
Chapter 3. Understanding Globalization
Chapter 4. Understanding Global Cultures and Buyer Behaviours
Chapter 5. Understanding Global Social and Ethical Issues
Chapter 6. Opportunity Analysis and Selection of Markets
PART TWO: THE DEVELOPMENT OF GLOBAL MARKETING STRATEGIES
Chapter 7. Market Entry Strategies
Chapter 8. Creating, Developing and Maintaining Competitive Advantage
Chapter 9. Product and Brand Management
Chapter 10. Global Services Marketing
Chapter 11. Management of Global Communications
Chapter 12. Managing Supply Chains and Distribution
Chapter 13. Managing Global Marketing Relationships
Chapter 14. Global Pricing and Terms of Access
PART THREE: IMPLEMENTING AND COORDINATING GLOBAL MARKETING OPERATIONS
Chapter 15. Sales Force Management and Negotiations
Chapter 16. Organizing and Controlling Global Marketing Operations
