Question

New sources of competitive advantage Lee, K. & Carter, S., (2012), Global Marketing Management, 3rd edition, Oxford University Press

Answer 1

Kiefer Lee and Steve Carter
The Book Global Marketing Management has salient features-
• It equips students with current knowledge and practical skills, helping them to make key management decisions.
• Provides a good balance of theory and practical examples which bring home to students the swiftly changing global environment in which modern international marketing takes place.
• It strongly focuses on services marketing, managing relationships in a global context, ICT, and social media, and strategic brand management.
• It ensures students that they receive up-to-date information on key contemporary topics in global marketing.
New to this Edition:--
• This edition is updated with case studies and vignettes and a greater number of examples within the text to illustrate the theory to practice.
• Coverage of new media and social networking is included.
• Emerging markets like BRIC Countries have found greater coverage in the edition.
• The edition increased coverage of political-legal and economic issues.
• Significant emphasis is given on CSR and competitive advantage in a substantially updated chapter 5 'Understanding global social and ethical issues'
• Helps students in the discussion of the challenges and practical issues facing international market research.
• Inordinate international focus on sponsorship, publicity, and personal selling.
• Via marketing communication, it provides stronger links to the development of the global brand image.
• Enlarged coverage of parallel and grey markets, and the issue of dumping.
• Incorporation of global marketing audit.
• Incorporation of 3 video links for each chapter on the Online Resource Centre.
• At the end-of-chapter and end-of-part cases, it lengthened to provide more versatile options for lectures, seminars, and assignments.