{"product_id":"global-marketing-paperback-softback-9781557868299","title":"Global Marketing (Paperback \/ softback) 9781557868299","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eGlobal Marketing\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cfont size=\"4\"\u003eDouglas Lamont (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781557868299, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 18 December 1995\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e620 pages\u003cbr\u003e25 x 20 x 1.5 cm, 0.652 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"... Professor Lamont is to be commended not only for presenting an excellent analysis of current international marketing strategies, but for proposing and applying a comprehensive framework that will serve readers well in coping with the complex issues facing international markets.\" \u003ci\u003ePhilip Kotler, Kellogg Graduate School of Management, Northwest University\u003c\/i\u003e  \u003cp\u003e \"... I would adopt this text. It has excellent structure, it is rigorous, current, well-written and gets to the point of what information means more so than most (if not all) texts on the market today.\" \u003ci\u003eVan Wood, Virginia Commonwealth University\u003c\/i\u003e\u003c\/p\u003e\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eEach chapter in \u003ci\u003e\u003c\/i\u003e Global Marketing \u003cd\u003e\u003c\/d\u003e 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. \u003cbr\u003e\u003ci\u003e\u003c\/i\u003e Global Marketing: \u003cd\u003e\u003c\/d\u003e * 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. \u003ci\u003e\u003c\/i\u003e Global Marketing \u003cd\u003e\u003c\/d\u003e is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eForeword. \u003cp\u003ePreface.\u003c\/p\u003e \u003cp\u003eList of Exhibits.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Introduction:\u003c\/b\u003e .\u003c\/p\u003e \u003cp\u003e1. Marketing Frames of Reference.\u003c\/p\u003e \u003cp\u003e2. Organizing Marketing Experience.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Researching International Markets:\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003e3. Country Analysis.\u003c\/p\u003e \u003cp\u003e4. Demographic Facts.\u003c\/p\u003e \u003cp\u003e5. Cultural Insights.\u003c\/p\u003e \u003cp\u003e6. Political Realities.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Positioning Global Brands:\u003c\/b\u003e .\u003c\/p\u003e \u003cp\u003e7. Marketing Teamwork.\u003c\/p\u003e \u003cp\u003e8. Marketing Strategy.\u003c\/p\u003e \u003cp\u003e9. Product Positioning.\u003c\/p\u003e \u003cp\u003e10. Channel Management.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Signaling National Information:\u003c\/b\u003e .\u003c\/p\u003e \u003cp\u003e11. Promotion Marketing.\u003c\/p\u003e \u003cp\u003e12. Price Signals.\u003c\/p\u003e \u003cp\u003e13. Sales Force Behavior.\u003c\/p\u003e \u003cp\u003e14. Value Marketing.\u003c\/p\u003e \u003cp\u003e15. Marketing Forecasts.\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52441823150360,"sku":"9781557868299","price":27.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781557868299.jpg?v=1785027696","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/global-marketing-paperback-softback-9781557868299","provider":"Freshly Printed Books","version":"1.0","type":"link"}