| Description |
xxvii, 565 pages : color illustrations ; 27 cm |
| Contents |
Changes and new challenges -- The global marketing environment -- Understanding globalization -- Understanding global cultures and buyer behaviour -- Understanding global social and ethical issues -- Opportunity analysis and selection of markets -- 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 -- Sales force management and negotiation -- Organizing and controlling global marketing operations |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
|
International business enterprises -- Management.
|
| Author |
Carter, S. (Steve)
|
| LC no. |
2009005337 |
| ISBN |
9780199239429 paperback |
|
0199239428 paperback |
|
