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Global Marketing

Global Marketing - International Dimensions Marketing

Paperback (18 Dec 1995)

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Publisher's Synopsis

Each chapter in Global Marketing 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.
Global Marketing: * 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. Global Marketing is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.

Book information

ISBN: 9781557868299
Publisher: Wiley
Imprint: John Wiley & Sons, Inc.
Pub date:
DEWEY: 658.848
DEWEY edition: 20
Language: English
Number of pages: 597
Weight: 652g
Height: 250mm
Width: 200mm
Spine width: 15mm

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