Global Marketing Management is composed of three parts. Part One is about understanding the global marketing environment. It includes discussions on changes and new challenges; the global marketing environment; understanding globalization; understanding global cultures and buyer behaviours; understanding global social and ethical issues; and opportunity analysis. The second part covers the development of global marketing strategies. This includes looking at market entry strategies and competitive advantage. This second part also looks at product and brand management, global services marketing, global communications, global supply chains and distribution, marketing relationships, and global pricing. The last part is about implementing and coordinating global market operations.
