Global Marketing (Paperback) (ISBN-13: 9781557868299)

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 non-traditional analysis * 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.

Author: Douglas Lamont
ISBN-10: 1557868298
ISBN-13: 9781557868299
Publisher: Wiley
Language: English
Published: 01/23/1996
Pages: 620
Format: Paperback
Weight: 2.33lbs
Size: 10.00h x 7.00w x 1.25d