Global Marketing Paperback

Douglas Lamont

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: aeo Discusses contemporary global issues aeo Covers important cultural issues aeo Offers a superior discussion of the global environment aeo Synthesizes traditional and non--traditional analysis aeo Emphasizes experience--based analysis Each chapter features a chapter outline, learning objectives, conclusions and questions based on the learning objectives. Global Marketing is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.

9781557868299

English

John Wiley & Sons

35094

620

Douglas Lamont is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA.

... 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 excellent structure, it is rigorous, current, well--written and gets to the point of what information means more so than most (if not all) texts on the market today." Van Wood, Virginia Commonwealth University