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Global marketing

Author: Douglas F Lamont
Publisher: Cambridge, Mass. : Blackwell Business, 1996.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This text represents a contemporary vision of how students will see the global marketplace in the future. It discusses issues from NAFTA in Mexico to telecommunications in Europe in a comprehensive  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Douglas F Lamont
ISBN: 1557864934 9781557864932 1557868298 9781557868299
OCLC Number: 32510488
Description: xx, 597 pages : illustrations ; 24 cm
Contents: pt. 1. Introduction. 1. Marketing Frames of Reference. 2. Organizing Marketing Experience --
pt. 2. Researching International Markets. 3. Country Analysis. 4. Demographic Facts. 5. Cultural Insights. 6. Political Realities --
pt. 3. Positioning Global Brands. 7. Marketing Teamwork. 8. Marketing Strategy. 9. Product Positioning. 10. Channel Management --
pt. 4. Promotion Marketing. 11. Promotion Marketing. 12. Price Signals. 13. Sales Force Behavior. 14. Value Marketing. 15. Marketing Forecasts.
Responsibility: Douglas Lamont.

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"... Professor Lamont is to be commended not only for presenting an excellent analysis of current international marketing strategies, but for proposing and applying a comprehensive framework that Read more...

 
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