- Hardcover: 670 pages
- Publisher: Wiley-Blackwell (23 Feb 1996)
- Language English
- ISBN-10: 1557864934
- ISBN-13: 978-1557864932
- Product Dimensions: 23 x 18.2 x 4 cm
- Amazon Bestsellers Rank: 4,437,641 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
From the Inside Flap
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 --This text refers to the Paperback edition.
Inside This Book
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First Sentence
Why is global marketing important today? Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Why is global marketing important today? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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