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Global Marketing
Marketing 04.02
Douglas Lamont (Author)
9781841121918, Wiley
Paperback / softback, published 29 January 2002
144 pages
17.4 x 12.4 x 1.1 cm, 0.142 kg
Fast track route to mastering all aspects of global marketing Covers all the key techniques for successful global marketing, from creating global brands to building an international culture, and from selecting international executives to delivering innovation globally Examples and lessons from some of the world's most successful businesses, including McDonalds, Unilever and Nokia, and ideas from the smartest thinkers, including Philip Kotler and Michael Czinkota. Includes a glossary of key concepts and a comprehensive resources guide
Introduction to Express Exec
Introduction
Definition of Terms
Evolution
The E-Dimension
The Global Dimension
The State of the Art
In Practice
Key Concepts and Thinkers
Resources
Ten Steps to Making it Work
Frequently Asked Questions (FAQs)
Index
Subject Areas: Business & management [KJ]
