Publisher's Synopsis
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.
