Global marketing / Douglas Lamont

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: aeo Discusses contemporary global issues aeo Covers important cultural issues aeo Offers a superior discussion of the global environment aeo Synthesizes traditional and non--traditional analysis aeo 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.