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Köp båda 2 för 538 krFast 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 marketin...
"... 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 will serve readers well in coping with the complex issues facing international markets." Philip Kotler, Kellogg Graduate School of Management, Northwest University "... I would adopt this text. It has excellent structure, it is rigorous, current, well-written and gets to the point of what information means more so than most (if not all) texts on the market today." Van Wood, Virginia Commonwealth University
Douglas Lamont is a consultant and lecturer at Kellogg Graduate School of Management, Northwestern University, Evanston, Illinois, USA.
Foreword. Preface. List of Exhibits. Part I: Introduction: . 1. Marketing Frames of Reference. 2. Organizing Marketing Experience. Part II: Researching International Markets:. 3. Country Analysis. 4. Demographic Facts. 5. Cultural Insights. 6. Political Realities. Part III: Positioning Global Brands: . 7. Marketing Teamwork. 8. Marketing Strategy. 9. Product Positioning. 10. Channel Management. Part IV: Signaling National Information: . 11. Promotion Marketing. 12. Price Signals. 13. Sales Force Behavior. 14. Value Marketing. 15. Marketing Forecasts.