| 000 | 01672 a2200217 4500 | ||
|---|---|---|---|
| 020 | _a1557864934 | ||
| 020 | _a9781557864932 | ||
| 082 | 0 | 4 | _a658.848 |
| 090 |
_c1421 _d1421 |
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| 100 | 1 | _aLamont, Douglas. | |
| 245 | 1 | 0 |
_aGlobal marketing / _cDouglas Lamont. |
| 260 |
_a[S.l.] : _bBlackwell Pub, _c1996. |
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| 300 |
_a597 p. ; _c24 cm. |
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| 490 | 1 | _aInternational dimensions of marketing. | |
| 500 | _aHardcover. | ||
| 520 | _aThis 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. | ||
| 830 | 0 | _aInternational dimensions of marketing. | |
| 856 | 4 | 0 |
_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/1557864934/chopaconline-20 |
| 856 | 4 | 0 |
_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=1557864934 |
| 942 |
_aNBS _cBK _k658.48 |
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| 999 |
_c343943 _d343943 |
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