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

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

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£13.99
Useful as the first course in the undergraduate level and in MBA level courses, this text utilizes a three-pronged framework to a discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. It develops the skills a marketing manager needs, to be successful in these tasks.
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Global Marketing: Foreign Entry, Local Marketing, and Global Management Summary


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

Johansson's Global Marketing, 4/e 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. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses.

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About Johny Johansson


Georgetown University,Washington DC. He is an expert in the areas of international marketing strategy and consumer decision making,especially as applied to Japanese and European companies. He has conducted many executive development seminars in many countries including Japan, Germany, Sweden, Hong Kong, Thailand and India.

Table of Contents


Part I: Fundamentals Chapter 1: The Global Marketing Job Chapter 2: Theoretical Foundations Chapter 3: Cultural FoundationsPart II: Foreign Entry Chapter 4: Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDIPart III: Local Marketing Chapter 7: Understanding Local Buyers Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging MarketsPart IV: Global Management Chapter 11: Global Segmentation and Positioning Chapter 12 Global Products Chapter 13: Global Services Chapter 14: Global Pricing Chapter 15: Global Distribution Chapter 16: Global Advertising Chapter 17: Global Promotion, E-Commerce, and Personal Selling Chapter 18: Organizing for Global MarketingAppendix: Global Marketing Planning

Additional information

GOR002813470
Global Marketing: Foreign Entry, Local Marketing, and Global Management by Johny Johansson
Johny Johansson
Used - Very Good
Paperback
McGraw-Hill Education - Europe
2005-07-01
672
0071244549
9780071244541
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.