Global Marketing

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.

Spis treści:
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.

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

Okładka tylna:
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.