{"product_id":"global-marketing-isbn-9781557868299","title":"Global Marketing","description":"Each chapter in \u003ci\u003e\u003c\/i\u003e Global Marketing \u003cd\u003e\u003c\/d\u003e 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. \u003cbr\u003e\u003ci\u003e\u003c\/i\u003e Global Marketing: \u003cd\u003e\u003c\/d\u003e * 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. \u003ci\u003e\u003c\/i\u003e Global Marketing \u003cd\u003e\u003c\/d\u003e is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.  Foreword. \u003cp\u003ePreface.\u003c\/p\u003e \u003cp\u003eList of Exhibits.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: Introduction:\u003c\/b\u003e .\u003c\/p\u003e \u003cp\u003e1. Marketing Frames of Reference.\u003c\/p\u003e \u003cp\u003e2. Organizing Marketing Experience.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Researching International Markets:\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003e3. Country Analysis.\u003c\/p\u003e \u003cp\u003e4. Demographic Facts.\u003c\/p\u003e \u003cp\u003e5. Cultural Insights.\u003c\/p\u003e \u003cp\u003e6. Political Realities.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: Positioning Global Brands:\u003c\/b\u003e .\u003c\/p\u003e \u003cp\u003e7. Marketing Teamwork.\u003c\/p\u003e \u003cp\u003e8. Marketing Strategy.\u003c\/p\u003e \u003cp\u003e9. Product Positioning.\u003c\/p\u003e \u003cp\u003e10. Channel Management.\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart IV: Signaling National Information:\u003c\/b\u003e .\u003c\/p\u003e \u003cp\u003e11. Promotion Marketing.\u003c\/p\u003e \u003cp\u003e12. Price Signals.\u003c\/p\u003e \u003cp\u003e13. Sales Force Behavior.\u003c\/p\u003e \u003cp\u003e14. Value Marketing.\u003c\/p\u003e \u003cp\u003e15. Marketing Forecasts.\u003c\/p\u003e  \"... 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.\" \u003ci\u003ePhilip Kotler, Kellogg Graduate School of Management, Northwest University\u003c\/i\u003e  \u003cp\u003e \"... 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.\" \u003ci\u003eVan Wood, Virginia Commonwealth University\u003c\/i\u003e\u003c\/p\u003e \u003cb\u003eDouglas Lamont\u003c\/b\u003e is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA. 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), \u003ci\u003eGlobal Marketing\u003c\/i\u003e 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.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989296398565,"sku":"NP9781557868299","price":65.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781557868299.jpg?v=1761783561","url":"https:\/\/k12savings.com\/es\/products\/global-marketing-isbn-9781557868299","provider":"K12savings","version":"1.0","type":"link"}