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Global Marketing by Douglas Lamont

Global Marketing

by Douglas Lamont
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Book cover type: Paperback
  • ISBN13: 9781557868299
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 620
  • Original Price: GBP 33.99
  • Language: English
  • Edition: N/A
  • Item Weight: 1057 grams
  • BISAC Subject(s): Sales & Selling / General, International / Marketing, and Reference

From the Back 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.

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

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