Global Marketing Paperback - 1996 - 1st Edition
by Douglas F. Lamont; Lamont
From the rear cover
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.
Details
- Title Global Marketing
- Author Douglas F. Lamont; Lamont
- Binding Paperback
- Edition number 1st
- Edition 1
- Pages 620
- Volumes 1
- Language ENG
- Publisher John Wiley & Sons
- Date 1996-01-23
- Illustrated Yes
- Features Illustrated
- ISBN 9781557868299 / 1557868298
- Weight 2.33 lbs (1.06 kg)
- Dimensions 10 x 7 x 1.25 in (25.40 x 17.78 x 3.18 cm)
- Library of Congress subjects Export marketing
- Library of Congress Catalog Number 95011202
- Dewey Decimal Code 658.848
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Global Marketing (International Dimensions Marketing)
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