Douglas Lamont

Global Marketing

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Wiley
• Seitenzahl: 620
• Erscheinungstermin: 23. Januar 1996
• Englisch
• Abmessung: 254mm x 178mm x 33mm
• Gewicht: 1148g
• ISBN-13: 9781557868299
• ISBN-10: 1557868298
• Artikelnr.: 24433949

Autorenporträt

Douglas Lamont is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA.

Inhaltsangabe

Foreword.
Preface.
List of Exhibits.
Part I: Introduction: .
1. Marketing Frames of Reference.
2. Organizing Marketing Experience.
Part II: Researching International Markets:.
3. Country Analysis.
4. Demographic Facts.
5. Cultural Insights.
6. Political Realities.
Part III: Positioning Global Brands: .
7. Marketing Teamwork.
8. Marketing Strategy.
9. Product Positioning.
10. Channel Management.
Part IV: Signaling National Information: .
11. Promotion Marketing.
12. Price Signals.
13. Sales Force Behavior.
14. Value Marketing.
15. Marketing Forecasts.

Rezensionen

"... Professor Lamont is to be commended not only for presenting anexcellent analysis of current international marketing strategies,but for proposing and applying a comprehensive framework that willserve readers well in coping with the complex issues facinginternational markets." Philip Kotler, Kellogg Graduate Schoolof Management, Northwest University

"... I would adopt this text. It has excellent structure, it isrigorous, current, well-written and gets to the point of whatinformation means more so than most (if not all) texts on themarket today." Van Wood, Virginia CommonwealthUniversity