| Description |
xxxi, 582 pages : color illustrations ; 25 cm |
| Contents |
Changes and new challenges -- The global marketing environment -- Understanding global cultures and buyer behaviour -- Opportunity analysis and selection of markets -- Managing the process of globalization -- 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 -- Global pricing and terms of access -- Sales force management and negotiation -- Managing global marketing relationships -- Global marketing in the digital age -- Knowledge management in international operations -- Corporate social responsibility and ethics -- Organizing and controlling global marketing operations |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Subject |
International business enterprises -- Management.
|
|
Strategic planning.
|
| Author |
Carter, S. (Steve)
|
| LC no. |
2005003201 |
| ISBN |
9780199267521 |
|
9780199267521 paperback |
|
9780199267521 paperback |
|
0199267529 paperback |
|
