Global Marketing
Marketing 04.02
Express Exec
January 2002
138 Pages, Softcover
Wiley & Sons Ltd
ISBN:
978-1-84112-191-8
John Wiley & Sons
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
Introduction to Express Exec
Introduction
Definition of Terms
Evolution
The E-Dimension
The Global Dimension
The State of the Art
In Practice
Key Concepts and Thinkers
Resources
Ten Steps to Making it Work
Frequently Asked Questions (FAQs)
Index
Introduction
Definition of Terms
Evolution
The E-Dimension
The Global Dimension
The State of the Art
In Practice
Key Concepts and Thinkers
Resources
Ten Steps to Making it Work
Frequently Asked Questions (FAQs)
Index
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.
