title: Global Marketing Management
author:  Kiefer Lee 
description: Kiefer Lee is a Senior Lecturer in Marketing at Sheffield Hallam University. Steve Carter is Chair in African Business at Leeds Metropolitan University.
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  ![](index-1_1.jpg)
  
  
  **Qualitative Research**
  
  
  **Methods for the**
  
  
  **Social Sciences**
  
  
  **NiNth EditioN**
  
  
  **Global EditioN**
  
  
  **Howard Lune**
  
  
  _Hunter College, CUNY_
  
  
  **Bruce L. Berg**
  
  
  _California State University, Long Beach_
  
  
  Harlow, England • London • New York • Boston • San Francisco • Toronto •
  Sydney • Dubai • Singapore • Hong Kong Tokyo • Seoul • Taipei • New Delhi •
  Cape Town • Sao Paulo • Mexico City • Madrid • Amsterdam • Munich • Paris •
  Milan
  
  
  **VP, Product Development:** Dickson Musslewhite **Asset Development Team:**
  __ LearningMate
  
  
  **Director, Content Strategy and Development:** __
  
  
  Solutions, Ltd.
  
  
  Sharon Geary
  
  
  **VP, Director of Marketing:** Maggie Moylan
  
  
  **Editor in Chief:** Ashley Dodge
  
  
  **Director, Project Management Services:**
  
  
  **Managing Editor:** __ Sutapa Mukherjee
  
  
  Etain O’Dea
  
  
  **Sponsoring Editor:** Bimbabati Sen
  
  
  **Project Team Lead:** Vamanan Namboodiri
  
  
  **Content Manager:** __ Carly Czech
  
  
  **Project Manager:** R