Global Marketing Management

Second Edition

Kiefer Lee and Steve Carter

608 pages | 100 colour line drawings and 130 colour pictures | 246x189mm

978-0-19-923942-9 | Paperback | 19 March 2009

Price: £42.99

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Provides coverage of topical issues such as climate change, developments in technology, and corporate responsibility and ethics, enabling students to increase their knowledge and use this in debates and discussions
Equips students with current knowledge and practical skills, helping them to make key management decisions
Has a strong focus on the service sector reflecting the rapid emergence of the global service economy, ensuring students receive up to date information on the subject

New to this edition

New or updated end-of-chapter case studies for all chapters with a longer case study added to the end of each part.
New diagrams and photographs integrated throughout the text for enhanced learning and teaching.
Coverage of knowledge management and digital marketing have been integrated throughout the text as a whole.
Video clips for lecturers to use in their teaching are accessible from the lecturere part of the online resource centre.

The second edition of Global Marketing Management addresses contemporary issues in international marketing such as climate change and sustainable development, service delivery and service quality, technology, strategic branding, and building and maintaining relationships. These issues have brought about new challenges at both strategic and operational levels to organisations of all sizes, and at various stages of internationalisation. The authors examine the implications of these issues and consider how they may be applied to the management of global marketing programmes. A new chapter on strategic brand management has been added for the new edition, and content on knowledge management and the digital age is now integrated throughout the text as a whole, reflecting changes in marketing practice.

Global Marketing Management equips students with knowledge and skills to enable them to make key management decisions and understand how organisations may be navigated 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 analyse and remedy management problems in managing global operations. Students will be able to assess and monitor a company's effectiveness, and examine the implications and applications of contemporary thinking on global marketing management.

The online resource centre accompanying the text will be updated for the new edition. The list of features is as follows:

Lecturer resources:
Instructor's manual
PowerPoint slides
Seminar activities
Video clips

Student resources:
Additional case materials
Internet exercises
Multiple choice questions
Web links

Readership: Global/International Marketing modules are usually taught at final year of an undergraduate degree or at postgraduate level.

Global Marketing Management

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