| Document Type
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BL
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| Record Number
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968430
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| Doc. No
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b722800
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| Main Entry
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Lamont, Douglas F.
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| Title & Author
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Global marketing /\ Douglas Lamont.
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| Publication Statement
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Oxford :: Capstone,, 2002.
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| Series Statement
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ExpressExec ;; 04.02
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| Page. NO
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1 online resource (127 pages).
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| ISBN
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1841122580
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: 9781841122588
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| Bibliographies/Indexes
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Includes bibliographical references (pages 110-115) and index.
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| Contents
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Introduction to ExpressExec -- 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).
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| Abstract
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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.
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| Subject
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Export marketing.
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| Subject
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International business enterprises.
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| Subject
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BUSINESS ECONOMICS-- International-- Marketing.
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| Subject
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Export marketing.
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| Subject
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International business enterprises.
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| Dewey Classification
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658.8/48
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| LC Classification
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HF1416.L36 2002eb
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