Global Marketing: Foreign Entry, Local Marketing & Global Management (The Mcgraw-Hill/Irwin Series in Marketing)
Type
Book
Authors
ISBN 10
0071195637
ISBN 13
9780071195638
Category
Marketing Essentials (E-1-2)
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Publication Year
2002
Publisher
Pages
654
Description
"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. - from Amzon
Number of Copies
1
