Strategic Global Marketing Management

Description

“Strategic Global Marketing Management” equips future marketing leaders with essential knowledge and practical tools to thrive in today’s interconnected world. This comprehensive textbook begins by introducing global marketing’s foundational principles, then delves into critical areas like discerning market entry strategies and understanding the nuanced interplay of culture and consumer behaviour across diverse international landscapes.

Students will master techniques for global market research and segmentation, learning to effectively brand, position, and develop products for a worldwide audience. The text explores global pricing, distribution, and logistics, alongside innovative promotion and communication strategies. Crucially, it also addresses the vital skill of managing global marketing teams and operations, preparing students to navigate the complexities of international business with strategic insight and operational excellence. An indispensable resource for anyone aspiring to lead in the dynamic global marketplace.

Dr. Ryan Spencer combines a doctorate with extensive global marketing consulting experience. They advise multinational firms on market entry strategies and consumer behaviour insights. Their practical approach informs this essential textbook.