Global marketing management : changes, new challenges, and strategies /
محفوظ في:
| المؤلف الرئيسي: | |
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| مؤلفون آخرون: | |
| التنسيق: | كتاب |
| اللغة: | English |
| منشور في: |
Oxford ; New York :
Oxford University Press,
2009 1430.
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| الطبعة: | 2nd ed. |
| الموضوعات: | |
| الوصول للمادة أونلاين: | Publisher description |
| الوسوم: |
إضافة وسم
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جدول المحتويات:
- 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.