Global Marketing (International Dimensions Marketing)
By Douglas Lamont.
Description
This text represents a contemporary vision of how students will see the global marketplace in the future. Using an innovative three-scan framework (competitive, environmental and marketing), it 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 book 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. The book a...
ISBN(s)
1557864934, 9781557864932
