{"product_id":"global-marketing-9781557868299","title":"Global Marketing","description":"\u003cp\u003e • Author(s): Douglas Lamont\u003cbr\u003e • Publisher: Wiley\u003cbr\u003e • Publisher Imprint: Wiley\u003cbr\u003e • BISAC: Sales \u0026amp; Selling - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eFrom the Back Cover\u003c\/b\u003e\u003cbr\u003eThis 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), \u003ci\u003eGlobal Marketing\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Paperback","offer_id":45148477554839,"sku":"9781557868299","price":3223.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781557868299.webp?v=1767294601","url":"https:\/\/atlanticbooks.com\/products\/global-marketing-9781557868299","provider":"Atlantic Books","version":"1.0","type":"link"}