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Global Marketing

List Price: $64.00
SKU:
9781557868299
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  • Product Details

    Author:
    Douglas Lamont
    Format:
    Paperback
    Pages:
    620
    Publisher:
    Wiley (January 30, 1996)
    Language:
    English
    Audience:
    Professional and scholarly
    ISBN-13:
    9781557868299
    Weight:
    23oz
    Dimensions:
    7.87" x 9.84" x 0.59"
    File:
    Wiley-wileyUS_2_1_20260815-20260815.xml
    Folder:
    Wiley
    List Price:
    $64.00
    Country of Origin:
    United Kingdom
    Series:
    International Dimensions Marketing
    Case Pack:
    99
    As low as:
    $60.80
    Publisher Identifier:
    P-WIL
    Discount Code:
    D
    Pub Discount:
    50
    Imprint:
    Wiley

    • Overview

    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.

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