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 Marketing 1996, Wiley, Cambridge, MA

ISBN-13: 9781557868299

Trade paperback

Global Marketing 1995, Blackwell Publishers, Cambridge, MA

ISBN-13: 9781557864932