Product Description

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

Product Details

• Amazon Sales Rank: #250942 in Books
• Published on: 2009-03-19
• Original language: English
• Number of items: 1
• Binding: Paperback
• 580 pages

From the Author
Why another Global or International Marketing book?

Through numerous conversations with colleagues in universities and the industry, we observe a growing consensus that international marketing is changing and the main problem now with the existing ‘traditionally’ structured textbooks is that they have not really moved on to reflect this changing world of marketing in practice. For instance, rapid changes in technology, especially the explosive growth of the World Wide Web, are changing the face of communications, distribution and relationships between buyer and seller. The rapid emergence of the global service economy, especially as it has outstripped the manufacturing sector amongst the three areas which dominate world trade, The USA, Western Europe and Japan. The evolution of the ‘Knowledge’ economy as a source of competitive advantage, focusing as it does on the ‘people’ asset in organizations. The increasing importance of managing relationships between suppliers, organizations, customers and other stakeholders, in order to forge long-term and profitable relationships. Last but not least, the need for increasing transparency of corporate practices worldwide and the pressure that this puts organizations under to be more socially responsible in their business activities.

Many textbooks remain rooted in the ‘tried and tested framework’ which proves rather restrictive both professionally and educationally to support these changes. Little attention is normally given to the contemporary issues and their implications on international/global marketing practices. Whilst it cannot be denied that the traditional ‘how-to’ approach is still a good and practical foundation, it is now suggested that perhaps this approach is no longer sufficient to understand most of the contemporary issues and their consequences in managing international marketing operations. These changes, as well as the ‘traditional’ problems of accounting for cultural differences between nations and the need to select the right form(s) of market entry, have brought about new challenges on both strategic and operational levels to companies of all sizes and at various stages of internationalization. This requires all organizations to openly embrace these contemporary issues and thoroughly examine their implications and applications on the management of their international, marketing activities.

In this book, we adopt the strategic marketing management approach which provides an examination of the key management decisions on developing and executing successful global marketing programmes. In addressing the contemporary issues raised above, this book will integrate and draw on new and existing theoretical insights from other management disciplines including services marketing, knowledge management, relationship marketing, e-commerce and e-business, and corporate social responsibility. The discussion on these issues seeks to demonstrate how, through adequate management of these issues, a company could seek to develop and maintain sustainable global competitiveness. While these issues are integrated throughout the book wherever possible, there will be dedicated chapters for each of identified issues to enable a focused discussion.

Our experience of teaching UK and international students suggests that the writing style and presentation of knowledge need to be accessible and offer a variety of learning activities to accommodate individual needs. While the style aims to appeal to students, a good level of rigour is maintained throughout. Each chapter is complemented by a high number of illustrations, applications and relevant current research. Each organizational example or illustration is hot linked to the appropriate website so that the reader can explore the example further. The illustrations are intended to reinforce the material learning and also to be the starting point for further discussion and an exploration of deeper and wider issues. The illustrations cover all sizes and types of organization as well as less developed and more developed countries. At the end of each chapter, there are additional aids to learning including End-of-Chapter Exercises, Discussion and Examination Questions, and Suggestions for Further Reading. Included also are activities for students to explore sources on the Internet to prepare for a designated seminar-type discussion.

About the Author
Kiefer Lee is Senior Lecturer in Marketing, Sheffield Hallam University, prior to which he was Senior Lecturer in Marketing, University of Derby.