Global Marketing (Express Exec) [Paperback]

Fast track route to mastering all aspects of global marketing

Covers all the key techniques for successful global marketing, from creating global brands to building an international culture, and from selecting international executives to delivering innovation globally

Examples and lessons from some of the world′s most successful businesses, including McDonalds, Unilever and Nokia, and ideas from the smartest thinkers, including Philip Kotler and Michael Czinkota.

Includes a glossary of key concepts and a comprehensive resources guide

Fast track route to mastering all aspects of global marketing

Covers all the key techniques for successful global marketing, from creating global brands to building an international culture, and from selecting international executives to delivering innovation globally

Examples and lessons from some of the world′s most successful businesses, including McDonalds, Unilever and Nokia, and ideas from the smartest thinkers, including Philip Kotler and Michael Czinkota.

Includes a glossary of key concepts and a comprehensive resources guide

ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world′s smartest thinkers.

ExpressExec is organised into ten core subject areas making it easy to find the information you need:

01 Innovation
02 Enterprise
03 Strategy
04 Marketing
05 Finance
06 Operations and Technology
07 Organizations
08 Leading
09 People
10 Life and Work

ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.

DOUGLAS LAMONT is a visiting professor of marketing at DePaul University. He also helps US and Japanese firms invest in Latin America and East Asia. Lamont has held full time academic appointments at Northwestern University, University of Wisconsin, University of Alabama, and Notre Dame University. He is the author of seven books, including Conquering the Wireless World: The Age of M–Commerce and Winning Worldwide: Strategies for Dominating Global Markets.