Global marketing management : changes, new challenges, and strategies /
Lee, Kiefer,
Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter. - 2nd ed. - xxvii, 565 páginas : ilustraciones
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.
0199239428 9780199239429
Empresas internacionales--Administración.
Planificación estratégica.
658.84 / L478g 2009
Global marketing management : changes, new challenges, and strategies / Kiefer Lee, Steve Carter. - 2nd ed. - xxvii, 565 páginas : ilustraciones
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.
0199239428 9780199239429
Empresas internacionales--Administración.
Planificación estratégica.
658.84 / L478g 2009