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Global Marketing

By Douglas Lamont

Product Image: Global Marketing

Global Marketing

0 - Default Title
Description
This book represents a contemporary vision of how students will see the global marketplace from tomorrow and beyond. Using a highly innovative three scan framework (competitive, environmental, and marketing), Global Marketing synthesizes both traditional analysis (country risk and company tactical marketing mix decision-making) and non-traditional analysis (political, technological, cultural, and marketing strategy factors). The text discusses issues from NAFTA in Mexico to telecommunications in Europe in a comprehensive analytical framework which also reflects a superior understanding of the global environment. Lamont's text will be one of the first to set criteria for understanding how marketing managers must react from now on.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
620
Release Date:
1996-01-15
Publication Date:
1996-01-23
Publisher:
Wiley
Languages:
Original: English
ISBN10:
1557868298
ISBN13:
9781557868299
GPSR Manufacturer Reference:
[email protected]
Weight:
1148 g
Height:
178 cm
Width:
254 cm
Thickness:
33 cm
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