Global Marketing Management
Global Marketing Management
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Summary
Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decisions on marketing efforts worldwide.
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Global Marketing Management by Kiefer Lee
Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. 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. Online Resource Centre For students: Links to video (new) Additional case material and discussion questions Internet exercises Multiple choice questions Web links For Lecturers: Instructor's manual Answers to the additional case material discussion questions PowerPoint slides Seminar activities
Review from previous edition Best on the marketGlobal Marketing has excellent content, insight and a user friendly structure. It is differentiated from other texts by reference to contemprorary and emergent topics. * Dr Catherine McGuinn, Institute of Technology, Sligo *
Very good, outstanding. * Dr Said Al-Hasan, Glamorgan Business School *
This book is more comprehensive than comparable text books and offers a combination of theory and practical application that is often missing. * Dr Antje Cockrill, Swansea University *
Very good, outstanding. * Dr Said Al-Hasan, Glamorgan Business School *
This book is more comprehensive than comparable text books and offers a combination of theory and practical application that is often missing. * Dr Antje Cockrill, Swansea University *
| SKU | Unavailable |
| ISBN 13 | 9780199609703 |
| ISBN 10 | 0199609705 |
| Title | Global Marketing Management |
| Author | Kiefer Lee |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Oxford University Press |
| Year published | 2012-03-29 |
| Number of pages | 608 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |