Business & Economics Books:

Global Marketing

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Paperback / softback

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Global Marketing by Douglas Lamont
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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.

Author Biography

Douglas Lamont is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA.
Release date Australia
December 18th, 1995
Country of Publication
United States
Imprint
Basil Blackwell Inc, US
Pages
620
Dimensions
179x253x32
ISBN-13
9781557868299
Product ID
3074905

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