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Global Marketing By Johny Johansson

Global Marketing
by Johny Johansson

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$20.99
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Utilizes a three-pronged framework to organize the discussion of how to conduct global business: foreign entry, local marketing, and global management. The discussion in this work progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets.
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Global Marketing Summary


Global Marketing: Foreign Entry, Local Marketing and Global Management by Johny Johansson

"Global Marketing 3rd Edition" utilizes a three-pronged framework to organize the discussion of how to conduct global business: foreign entry, local marketing, and global management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets, and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author's rich international experience help students move from concept to application.

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Table of Contents


Part I: Fundamentals Chapter 1: Globalizing Marketing Chapter 2: Theoretical Foundations Chapter 3: Cultural Foundations Part II: Foreign Entry Chapter 4: Researching Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDI Part III: Local Marketing Chapter 7: Localizing Marketing Basics, Segmentation and Positioning Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging Markets Part IV: Global Management Chapter 11: Global Products Chapter 12: Global Services Chapter 13: Global Pricing Chapter 14: Global Distribution Chapter 15: Global Advertising Chapter 16: Global Promotion, Direct Marketing, and Personal Selling Chapter 17: Organizing for Global Marketing Appendix: Global Marketing Planning

Additional information

GOR003289806
Global Marketing: Foreign Entry, Local Marketing and Global Management by Johny Johansson
Johny Johansson
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2002-07-01
672
0071195637
9780071195638
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.