Global Marketing Management System

Suresh George, Basil Janavaras

Research output: Book/ReportBook

Abstract

This is the second edition of the Global Marketing Management System (GMMS). The GMMS approach (GMMS book + GMMSO4 software) provides a rigorous theoretical base and a comprehensive, systematic and integrative planning process designed to guide students and managers alike through the decision-making process of a company seeking global market opportunities.

The book aims to provide a structure, platform, tools and a systematic step-by-step process designed to support the creation of a strategic and applied oriented methodology to global business planning and strategy formulation. It introduces the GMMS process as a demonstration of a successful application of using web-based tools in teaching international business. The book also facilitates the ability of students to enhance their understanding of decision making in international management and bridge the gap between theory and practice.
Original languageEnglish
Place of PublicationSingapore
PublisherWorld Scientific
Number of pages340
Edition2nd
ISBN (Print)978-981-3201-07-1
DOIs
Publication statusPublished - May 2017

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    George, S., & Janavaras, B. (2017). Global Marketing Management System. (2nd ed.) Singapore: World Scientific. https://doi.org/10.1142/10310