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Glamorgan Business School Strategic Global Marketing
MK4S05
2009/2010
Module leader:
Dr. Said Al-Hasan
Senior Lecturer in Marketing
代写留学生论文Room: H129 Tel: 01443 48 35 87 Email: salhasan@glam.ac.uk

Aims of the Module:

The module aims to:

• The ability to develop analytical and critical skills necessary for making marketing related decisions, and

• Explore the issues that surround the analysis, planning, implementation and control of marketing-based approaches to achieving corporate objectives.

• Critique the inherent differences between domestic and international marketing culture and environments.

• Evaluate and reflect on the need for flexibility in formulating strategies for different international markets/organisation.

Synopsis of Module Content:
Reading List:
Core Text (Must Have):
Aaker, D. and McLoughlin D, (2007), Strategic Market Management: European Edition, John Wiley. ISBN: 978-0-470-05986-9 
Strongly Recommended:

Aaker, D.A (2005), Strategic Market Management, John Wiley and Sons. NJ. ISBN: 0-471-65903-7

Piercy, N.F (2002), Market-Led Strategic Change: A Guide to Transforming the Process of Going to Market, 3rd edn, Oxford, Butterworth-Heinemann.

Bradley, F. (2001), International marketing strategy. 4th edn. Harlow Pearson.    658.848.BRA

Recommended:

Baker, M. J. , Marketing strategy and Management, 6TH  Ed, Macmillan Press. 658.8/BAK

Buzzell, R. and  Quelch, J and Bartlett, C.,, Global Marketing Management 3rd edition, Addison Wesley. 658.848/GLO

Chee, H and Harries R. , Global Marketing Strategies. London. Pitman.

Czinkota, M and Ronkainen, I. , International Marketing. 6th revised edition. US, Harcourt Brace.

Doole, I. and Lowe, R, International Marketing Strategy, Thomson, London.

Grant, R.M. , Contemporary Strategy Analysis: Concepts, techniques, applications. 4th revised edition. Oxford, Blackwell.

Hollensen, S. , Global Marketing: A Market-Responsive Approach, 2nd edn, FT/ Prentice Hall, London.

Keegan, W. and Schlegelmich, B , Global Marketing Management: A European Perspective. Hemel Hempstead, Prentice-Hall.

Kotler, P. , Marketing Management: Analysis, Planning Implementation and Control,. International Ed, Millennium Ed, Prentice Hall.

Lambin, J., Market-Driven Management, MacMillan Press, London. ISBN 0-333-79319-6.

O’Shaughnessy, J., Competitive Marketing, 3rd edn, London: Routledge.

Paliwoda, S. and Thomas, M., International Marketing, 3rd edn, Butterworth-Heinemann, Oxford.

Phillips, C., Doole, I. and Lowe, R., International Marketing Strategy, London: Routledge.

Terpstra, V and Sarathy, R, International Marketing, The Dryden Press-Harcourt College Publishers.

Usunier, J C. , Marketing Across Cultures, Prentice Hall/FT, London.

Key Journals and Reviews:

Business Horizon
Business Marketing
Business Week
European Journal of Marketing
European Management Journal
Harvard Business Review
Journal of Business Ethics
Journal of Global Marketing
Journal of International Marketing
International Journal of Research in Marketing
Journal of service Marketing
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