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9781557868299

Global Marketing

by
  • ISBN13:

    9781557868299

  • ISBN10:

    1557868298

  • Edition: 1st
  • Format: Paperback
  • Copyright: 1996-01-23
  • Publisher: Wiley

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Supplemental Materials

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Summary

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.

Author Biography

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

Table of Contents

Foreword
Preface
List of Exhibits
Introduction
Marketing Frames of Reference
Organizing Marketing Experience
Researching International Markets
Country Analysis
Demographic Facts
Cultural Insights
Political Realities
Positioning Global Brands
Marketing Teamwork
Marketing Strategy
Product Positioning
Channel Management
Signaling National Information
Promotion Marketing
Price Signals
Sales Force Behavior
Value Marketing
Marketing Forecasts
Table of Contents provided by Publisher. All Rights Reserved.

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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