TY  - BOOK
AU  - Lee,Kiefer
AU  - Carter,Steve
TI  - Global marketing management: changes, new challenges, and strategies 
SN  - 0199239428
U1  - 658.84 
PY  - 2009///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Empresas internacionales
KW  - Administración
KW  - Planificación estratégica
N1  - 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
ER  -