| Reviews |
| - '"[Global Marketing Management] is lively, rigorous, comprehensive and well produced. A fine example of the genre"' - Jim Blythe, Reader in Marketing, Glamorgan Business School, from the THES February 2006
- 'The book achieves an enviable balance of breadth with depth in a concise and readable manner and provides an important contribution to the literature on global marketing. Particularly useful are the numerous vignettes with which the text is illustrated. These bring the theory to life as well as providing excellent material for class discussion and debate. The book is well researched and will
find a ready market in final year undergraduate as well as masters level international marketing courses.' - Professor Graham Hooley, Senior Pro-Vice-Chancellor, Aston Business School, UK
- 'This book provides a comprehensive and contemporary treatment of global marketing management. A key feature is its up-to-date coverage of such important issues as managing global customer relationships, social responsibility and ethics, and knowledge management.' - Professor David Jobber, Professor of Marketing, University of Bradford, UK
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| Description | | - As well as covering long-standing topics, the book focuses on contemporary issues in global marketing management, including the increasing significance of the service sector, accelerating changes in technologies, managing marketing relationships, managing knowledge assets and the need for more socially responsible and ethical practices
- Excellent pedagogical features throughout the text, with both short and long case materials which cover all sizes and types of organizations as well as less developed and more developed countries
- European perspective
- Strong focus on the service sector reflecting the rapid emergence of the global service economy
- Extensive companion web site providing, for lecturers: PowerPoint slides, advice on case questions and end-of-chapter exercises, and additional case material; and for students: links to useful web sites, web exercises and references to further reading
| Global Marketing Management provides a comprehensive and complete solution for lecturers teaching the subject. As well as covering long-standing topics, there is a focus on contemporary and pervasive issues with chapters such as Corporate Social Responsibility and Ethics, Managing Knowledge in Global Operations, Global Marketing Relationships and Global Marketing in the Digital Age.
With an emphasis on the service sector, which is quickly becoming a major source of GDP in most developed countries, this new text 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.
The wide-ranging pedagogical features within the text include
boxed vignettes, short and long case studies with questions, and self-assessment questions. To complete the package there is an accompanying companion web site providing, for lecturers: PowerPoint slides, advice on case questions and end-of-chapter exercises, and additional case material; and for students: links to useful web sites, web exercises and references to further reading. |
Readership: Undergraduates and master's/MBA students taking a module in international or global marketing management/strategy.
| Authors, editors,
and contributors |
Kiefer Lee, Senior Lecturer in Marketing, Sheffield Hallam University and
Steve Carter, Head of Postgraduate and Professional Programmes in the Business School and Professor of Marketing, University of Derby
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The specification in this catalogue, including without
limitation price, format, extent, number of illustrations,
and month of publication, was as accurate as
possible at the time the catalogue was compiled.
Occasionally, due to the nature of some contractual restrictions, we
are unable to ship a specific product to a particular territory.
Jacket images are provisional and liable to change before publication.
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