Global Marketing Management
By Unknown Author.
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 internationalization. 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 s...
ISBN(s)
0199239428, 9780199239429
