Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The third edition addresses contemporary issues in the marketing environment such as climate change and sustainable devleopment, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships. The authors examine the implications of these issues and consider how they may be applied to the
management of global marketing programmes.
The authors equip students with the knowledge and skills to enable them to make key management decisions and understand how organizations may navigate 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 the analysis and solution of management problems in global operations.
Online Resource Centre
Links to video (new)
Additional case material and discussion questions
Multiple choice questions
Answers to the additional case material discussion questions
Publisher: Oxford University Press
Number of pages: 608
Weight: 1438 g
Dimensions: 265 x 193 x 25 mm
Edition: 3rd Revised edition
Review from previous edition Best on the market. Global Marketing has excellent content, insight and a user friendly structure. It is differentiated from other texts by reference to contemprorary and emergent topics. * Dr Catherine McGuinn, Institute of Technology, Sligo *
Very good, outstanding. * Dr Said Al-Hasan, Glamorgan Business School *
This book is more comprehensive than comparable text books and offers a combination of theory and practical application that is often missing. * Dr Antje Cockrill, Swansea University *