TY  - GEN
AU  - Lamont,Douglas
TI  - Global marketing
T2  - International dimensions of marketing
SN  - 1557864934
U1  - 658.848 
PY  - 1996///
CY  - [S.l.]
PB  - Blackwell Pub
N1  - Hardcover
N2  - This text represents a contemporary vision of how students will see the global marketplace in the future. Using an innovative three-scan framework (competitive, environmental and marketing), it 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 book 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. The book aims to set criteria for understanding how marketing managers must react from now on. Key features of the book include: an analytical approach based on experience; truly global - looks at key regions Mexico, China, Japan and Europe; key global industries such as telecommunications integrated into region and scan; and provides coverage of important cultural issues
UR  - http://www.amazon.com/exec/obidos/ASIN/1557864934/chopaconline-20
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=1557864934
ER  -