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

Fast track route to mastering all aspects of global strategy

Covers all the fundamentals of successful global strategy, from market entry tactics to understanding local regulations, and from understanding country risk to finding sales and marketing opportunities

Examples and lessons from some of the world's most successful businesses, including Wal-Mart, Tesco and MSN, and ideas from the smartest strategy gurus

Includes a glossary of key concepts and a comprehensive resources guide

ExpressExec is a unique business resource of one hundred...

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...