Description

Book Synopsis
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



Table of Contents
Introduction to Express Exec

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)

Index

Global Marketing: Marketing 04.02

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    A Paperback by Douglas Lamont

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      Book details

      Publisher Capstone Publishing Ltd
      Published 29 January 2002
      ISBN-13 9781841121918
      978-1841121918
      Also in:
      International business Sales and marketing

      Description

      Book Synopsis
      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



      Table of Contents
      Introduction to Express Exec

      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)

      Index

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