Global Marketing

Each chapter in <i/> Global Marketing <d/> 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. <br/><i/> Global Marketing: <d/> * Discusses contemporary global issues * Covers important cultural issues * Offers a superior discussion of the global environment * Synthesizes traditional and non-traditional analysis * Emphasizes experience-based analysis Each chapter features a chapter outline, learning objectives, conclusions and questions based on the learning objectives. <i/> Global Marketing <d/> is suitable for marketing practitioners and all international marketing courses at both the undergraduate and postgraduate level.