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Global Marketing

Global Marketing

Global Marketing

Author: Douglas Lamont
Publisher: John Wiley & Sons
ISBN: 9781557868299
Published In: December 1995
Format: Paperback , 670 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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Description
Contents
Author

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Each chapter in Global Marketing features a unique three-scan model - Competitive Scan, Environmental Scan and Marketing Scan - that provides a consistent framework for analyzing the tremendous variety of global marketing problems. By using one model to determine the similarities and differences of different situations, students are provided with a clearer understanding of how to devise a marketing strategy that works across markets while taking regional differences into account.
Global Marketing: * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and non-traditional analysis * Emphasizes experience-based analysis Each chapter features a chapter outline, learning objectives, conclusions and questions based on the learning objectives. Global Marketing is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.

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.

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