(Ebook PDF) Global Marketing Management 3rd edition by Kiefer Lee, Steve Carter 0191005711 9780191005718 full chapters

Global Marketing Management 3rd edition by Kiefer Lee, Steve Carter – Ebook PDF Instant Download/DeliveryISBN:  0191005711, 9780191005718 

Full download Global Marketing Management 3rd edition after payment.

Product details:

ISBN-10 ‏ : ‎0191005711 

ISBN-13 ‏ : ‎ 9780191005718

Author :  Kiefer Lee, Steve Carter 

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

Global Marketing Management 3rd Table of contents:

PART ONE: Understanding the Global Marketing Environment
Chapter 1: Changes and New Challenges
What is Global Marketing?
Changes in the Global Market Environment
The Need for a New Approach to Global Marketing
Organizing for Global Marketing
Chapter 2: The Global Marketing Environment
The Global Marketing Environment: A Definition
Factors within the Global Environment
The Political Environment
The Legal Environment
The Economic Environment
The Socio-cultural Environment
The Technological Environment
The Competitive Environment
The Currency Environment
Pressure Groups
Chapter 3: Understanding Globalization
What is Globalization?
Opportunity or Threat?
Global Migration
Environmental Sustainability
Chapter 4: Understanding Global Cultures and Buyer Behaviour
What is Culture?
Understanding Consumer Behaviour
Culture and Consumer Behaviour
Managing Cultural Differences
Conducting Cross-cultural Analysis
Commodity Trading
Government Buying Behaviour
Organizational Buyers or B2B Buyer Behaviour
Culture and Ethics
Chapter 5: Understanding Social, Ethical, and Ecological Aspects of Market Planning
History and Scope of CSR, CSP, and Sustainability
The Advantages and Dangers of ‘doing the right thing’
Sustainability and Marketing
Ethical responsibility
Corruption in Global Markets
Chapter 6: Opportunity Analysis and Selection of Markets
Global Market Selection
Marketing Information System
International Marketing Research
Global Market Segmentation
Selecting Markets for Targeting
Part One Case Study: Charting New Frontiers in Digital Music
PART TWO: The Development of Global Marketing Strategies
Chapter 7: Market Entry Strategies
The International Marketing Environment and its Effect on Market Entry Strategies
The Process of Internationalization
Other Theories of Internationalization
International Business Models
Market Entry Modes
The Electronic Marketplace
Marketing Strategy and Mode of Entry
Chapter 8: Creating, Developing, and Maintaining Competitive Advantage
National Competitiveness and Global Competition
Factors Affecting the Growth of Global Competition
Strategy and Competitive Advantage
The Anatomy of Competitive Advantage
Creating Competitive Advantage through Generic Strategies
The Resource-based Theory of Competitive Advantage
New Sources of Competitive Advantage
Chapter 9: Product and Brand Management
The Components of the International Product
International Product Management
Product Strategy
Strategic International Branding
New Product Development
Chapter 10: Global Services Marketing
The Significance of Services in the Global Economy
The Drivers for Growth in Cross-border Services
Defining Cross-border Services
The Challenges of Marketing Services Internationally
International Retail Franchising
The Strategic Considerations for Marketing Services Globally
Chapter 11: Management of Global Communications
Changes and Issues in Marketing Communications
Moving beyond the ‘Standardize or Localize’ Debate
The Drive towards Integration
Advertising
Public Relations
Direct-response Marketing
Sponsorship
Exhibitions and Trade Fairs
Planning for Online Communications
Chapter 12: Managing Supply Chain and Distribution
A New Approach to Managing Supply Chains and Distribution
Factors Affecting Global Supply Chain Decisions
Collaboration in the Supply Chain
Developing Market-responsive Supply Chain Strategies
Chapter 13: Managing Global Marketing Relationships
What is a Marketing Relationship?
Managing Marketing Relationships
Relationships and Networks
Customer (Vertical Downstream) Relationships
Supplier (Vertical Upstream) Relationships
Lateral (Horizontal) Partnerships
Internal Partnerships
Strategic Challenges in Managing Relationships
Chapter 14: Global Pricing and Terms of Access
Factors Affecting Global Pricing Decisions
Pricing Strategy
Specific Price Approaches
Price Adaptation
Price Changes
Special Issues in Global Price Setting
The Export Order Process
Terms of Access
Special Trade Terms in Exporting (Incoterms)
Export Documentation
Part Two Case Study: The Global Thirst for Bottled Soft Drinks
PART THREE: Implementing and Coordinating Global Marketing Operations
Chapter 15: Sales Force Management and Negotiation
The Changing Nature of Sales Management
International Sales Management Decisions
Cultural Impact on International Sales Force Management
Developing Customer-oriented Personal Selling
Sales Negotiations and the Effect of Culture
Preparing for Selling and Negotiating
Preparation for Sales Negotiations
The Transactional Sales Negotiation Process
The Relationship Approach to Sales Negotiation
Ethical Considerations in Global Negotiations
The Role of Training
Chapter 16: Organizing and Controlling Global Marketing Operations
Philosophy of Management
Planning for Global Marketing
Global Control Mechanisms
Organizing for Global Marketing
Issues in Global Organizational Structures

People also search for Global Marketing Management 3rd:

borrow marketing research an applied approach
    
marketing research an applied approach fifth edition
    
marketing research an applied approach pearson
    
marketing research an applied approach 5th edition
    
marketing research an applied approach seventh edition