Global marketing : foreign entry, local marketing, and global management / Johny K. Johansson.
Publisher: [S.l.] : McGraw-Hill/Irwin, 2002Edition: 3rd edDescription: 672 p. ; 28 cmISBN: 0072471484; 9780072471489DDC classification: 658.848 Online resources: Amazon.com | Amazon customer reviews Summary: Global Marketing 3e 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.848 JOH (Browse shelf) | Available | NBS5198 | ||
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Central Library (CL) | Central Library (CL) | 658.848 JOH (Browse shelf) | Available | NBS5852 |
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| 658.848 ENT Entrepreneur magazine : | 658.848 GOR Profitable exporting : | 658.848 INT International and global marketing : | 658.848 JOH Global marketing : | 658.848 JOH Global marketing : | 658.848 JOH Global marketing : | 658.848 JOH Global marketing : |
Hardcover.
Global Marketing 3e 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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