Global Marketing Management

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 For students: Links to video (new) Additional case material and discussion questions Internet exercises Multiple choice questions Web links For Lecturers: Instructor's manual Answers to the additional case material discussion questions PowerPoint slides Seminar activities

An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management , a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility