Focuses on contemporary marketing issues without neglecting more traditional topics
* Excellent pedagogical features throughout the text, including case material from Orange, Jack Daniel's, and the Islamic Banking Movement
* Strong focus on the service sector rather than the manufacturing sector
* European perspective
* Extensive companion web site containing the following lecturer resources: PowerPoint slides, advice on case questions and end-of-chapter exercises, and additional case material and student resources: links to useful web sites, web exercises and references to further reading
DESCRIPTION:
Global Marketing Management provides comprehensive coverage of the issues which define marketing in the world today. As well as covering long-standing topics, there is a focus on contemporary issues with chapters such as Global Marketing Relationships and Global Marketing in the Digital Age. The book aims to equip students with some of the most current knowledge and practical skills to help them make key management decisions in the increasingly dynamic and challenging global trading environment.
CONTENTS:
Part I: The Global Marketing Environment: Changes and New Challenges
1. Introduction and Overview
2. The Global Marketing Environment
3. Understanding Global Cultures and Buyer Behaviours
4. Opportunity Analysis and Selection of Markets
Part II: The Development of Global Marketing Strategies
5. Managing the Process of Globalization
6. Market Entry Strategies
7. Creating, Developing and Maintaining Competitive Advantage
8. Product and Brand Management
9. Global Services Marketing
10. Management of Global Communications
11. Marketing Channel Management
12. Pricing Decisions
Part III: Managing Global Marketing Operations and Contemporary Issues
13. Sales Force Management and Negotiations
14. Nick Ellis: Managing Global Marketing Relationships
15. Global Marketing in the Digital Age
16. Pieris Chourides: Knowledge Management in International Operations
17. Jean Barclay: Corporate Social Responsibility and Ethics
18. Assessing and Monitoring Marketing Effectiveness
CONTRIBUTORS:
Nick Ellis, University of Leicester
Pieris Chourides, University of Derby
Jean Barclay, Sheffield Hallam University
* Excellent pedagogical features throughout the text, including case material from Orange, Jack Daniel's, and the Islamic Banking Movement
* Strong focus on the service sector rather than the manufacturing sector
* European perspective
* Extensive companion web site containing the following lecturer resources: PowerPoint slides, advice on case questions and end-of-chapter exercises, and additional case material and student resources: links to useful web sites, web exercises and references to further reading
DESCRIPTION:
Global Marketing Management provides comprehensive coverage of the issues which define marketing in the world today. As well as covering long-standing topics, there is a focus on contemporary issues with chapters such as Global Marketing Relationships and Global Marketing in the Digital Age. The book aims to equip students with some of the most current knowledge and practical skills to help them make key management decisions in the increasingly dynamic and challenging global trading environment.
CONTENTS:
Part I: The Global Marketing Environment: Changes and New Challenges
1. Introduction and Overview
2. The Global Marketing Environment
3. Understanding Global Cultures and Buyer Behaviours
4. Opportunity Analysis and Selection of Markets
Part II: The Development of Global Marketing Strategies
5. Managing the Process of Globalization
6. Market Entry Strategies
7. Creating, Developing and Maintaining Competitive Advantage
8. Product and Brand Management
9. Global Services Marketing
10. Management of Global Communications
11. Marketing Channel Management
12. Pricing Decisions
Part III: Managing Global Marketing Operations and Contemporary Issues
13. Sales Force Management and Negotiations
14. Nick Ellis: Managing Global Marketing Relationships
15. Global Marketing in the Digital Age
16. Pieris Chourides: Knowledge Management in International Operations
17. Jean Barclay: Corporate Social Responsibility and Ethics
18. Assessing and Monitoring Marketing Effectiveness
CONTRIBUTORS:
Nick Ellis, University of Leicester
Pieris Chourides, University of Derby
Jean Barclay, Sheffield Hallam University