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.
Book Details:
- Author: Douglas Lamont
- ISBN: 9781557868299
- Year Published: 1996
- Pages: 620
- BISAC: BUS041000, BUSINESS & ECONOMICS/Management
About the Book and Topic:
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.
* Highly innovative framework in each chapter: competitive, environmental, marketing. * Analytical approach based on experience. * Truly global: looks at key regions such as Mexico, China, Japan and Europe. * Key global industries such as telecommunications integrated into region and scan. * Coverage of important cultural issues. * 15 chapters makes the book flexible and easy to use. * Superior discussion of the global environment.
About the Author
Douglas Lamont is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA.