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The economic, political, and social changes that have occurred over the last decade have dramatically altered the landscape of global business. The changes affect the practice of business worldwide, and they mean that companies will have to constantly examine the way they do bus…
Robert Hartley uses case studies of major companies such as IBM, Sears and Harley Davidson, to explain how to analyse the marketing strategies and outcomes of a variety of corporations.
The seventh edition examines the effect of the global financial crisis on global marketing strategy.
"World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. Brand Breakout outlines eight strategies - including the Asian tortoise route, from B2B to B2C, brand acq…
International Marketing and Export Management 7th edition offers an accessible and authoritative perspective on international marketing with a strong export management orientation, comprehensively describing the evolving competitive landscape as created by technological advances…
"Customer Relationship Management" (CRM) introduces the management philosophy of CRM. This is the first book to explore the benefits to the firm of a globally integrated approach to customer relationship management. The authors contend that the best hope for achieving a sustaina…
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 development, service delivery, ICT tec…
Global Marketing Management adopts a strategic management framework and provides an examination of key management decisions. The implications for developing and executing successful global marketing programmes are discussed, enabling students to understand the impact of decision…