Global Marketing

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Januar 1996



aeo Highly innovative framework in each chapter: competitive, environmental, marketing. aeo Analytical approach based on experience. aeo Truly global: looks at key regions such as Mexico, China, Japan and Europe. aeo Key global industries such as telecommunications integrated into region and scan. aeo Coverage of important cultural issues.


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.


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


"... Professor Lamont is to be commended not only for presenting an excellent analysis of current international marketing strategies, but for proposing and applying a comprehensive framework that will serve readers well in coping with the complex issues facing international markets." Philip Kotler, Kellogg Graduate School of Management, Northwest University "... I would adopt this text. It has excellent structure, it is rigorous, current, well--written and gets to the point of what information means more so than most (if not all) texts on the market today." Van Wood, Virginia Commonwealth University
EAN: 9781557868299
ISBN: 1557868298
Untertitel: 'International Dimensions Marke'. Sprache: Englisch.
Erscheinungsdatum: Januar 1996
Seitenanzahl: 620 Seiten
Format: kartoniert
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