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Global Marketing
Douglas Lamont
€ 45.99
€ 35.16
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Description for Global Marketing
Paperback. aeo Highly innovative framework in each chapter: competitive, environmental, marketing. aeo Analytical approach based on experience. aeo Truly global: looks at key regions such as Mexico, China, Japan and Europe. aeo Key global industries such as telecommunications integrated into region and scan. aeo Coverage of important cultural issues. Series: International Dimensions Marketing. Num Pages: 670 pages, black & white illustrations. BIC Classification: KJK; KJS. Category: (P) Professional & Vocational; (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 253 x 179 x 32. Weight in Grams: 1060.
Each chapter in Global Marketing features a unique three-scan model - Competitive Scan, Environmental Scan and Marketing Scan - that provides a consistent framework for analyzing the tremendous variety of global marketing problems. By using one model to determine the similarities and differences of different situations, students are provided with a clearer understanding of how to devise a marketing strategy that works across markets while taking regional differences into account.
Global Marketing: * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and ... Read more Show Less
Each chapter in Global Marketing features a unique three-scan model - Competitive Scan, Environmental Scan and Marketing Scan - that provides a consistent framework for analyzing the tremendous variety of global marketing problems. By using one model to determine the similarities and differences of different situations, students are provided with a clearer understanding of how to devise a marketing strategy that works across markets while taking regional differences into account.
Global Marketing: * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and ... Read more Show Less
Product Details
Format
Paperback
Publication date
1996
Publisher
Basil Blackwell Inc, US United States
Number of pages
670
Condition
New
Series
International Dimensions Marketing
Number of Pages
620
Place of Publication
New York, United States
ISBN
9781557868299
SKU
V9781557868299
Shipping Time
Usually ships in 7 to 11 working days
Ref
99-50
About Douglas Lamont
Douglas Lamont is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA.
Reviews for Global Marketing
"... Professor Lamont is to be commended not only for presenting an excellent analysis of current international marketing strategies, but for proposing and applying a comprehensive framework that will serve readers well in coping with the complex issues facing international markets." Philip Kotler, Kellogg Graduate School of Management, Northwest University "... I would adopt this text. It has ... Read more