Global marketing management : changes, new changes, and strategies / Kiefer Lee, Steve Carter.
Inglés
3ª ed. .— Oxford : Oxford University Press, 2012 .— XXV,578 p.: il. en col.; 26 cm.
Glosario .- Indices .- Casos .- Bibliografía
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 devleopment, service delivery, ICT technologies and social media, strategic branding, and maintaining relationships.
