Customer Reviews

Global Marketing: Foreign Entry, Local Marketing, and Global Management

5 star:		(2)
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1 star:		(2)

 

 

I've used this text since the 1st ed., in MBA and Exec.MBA courses in both Europe and the US. The framework (captured by the title)offers a nice progression for both the instructor and students. Johansson's text is nicely written, and reflects his broad world view (A European, a solid academic, and a hands-on consultant to a number of global firms).
My students continually give this book high ratings in their course evaluations, which is one important reason for continuing to use this text. The cases are varied in length and complexity, and match up nicely with the different sections of the book. The Instructors Manual with case notes is strong.
One knock of the text (and one that applies to all International Marketing texts) is that the global market place is evolving so quickly that some of the materials are outdated within a year or two or the text's publication. An easy solution here is to download current developments from the global press for class discussions. Johansson's textbook has such well written theoretical frameworks, that while the book eventually lags current market practices (as they all do), the explanatory value found in the text still does a strong job in thinking through the issues. This is a solid textbook. One that students keep, and one that is structured for a variety of teaching approaches.

I have been teaching this book for many years at the University of Maryland, ... I am both practitioner and academic. I had other text choices but I did select this book. What attracts me the most - clear foundation: foreign entry, local marketing, and global management. It makes the challenge reachable. Each edition makes book stronger and more interesting. It is work in progress. I watch the reaction of the diverse population of my undergraduate students. They accept the book, and enjoy the travel around the world with marketing in mind. ...

This is an example where some academics should not be writers, a good marketer does not make a good writer or teacher.
The author writes in a very hard-to-understand language, Im not saying this just because my native language is not english - my english speaking friends have expressed the same experience with this book.
You get the feeling the author is purposely trying to use as many uneccesarily elaborate words and expressions to show off his academic status, and he takes little time to explain things clearly and rushes by at high speed.
This book is not for beginners of marketing! It would be more useful as refresher material for those with prior knowledge, or as a refference source.

For beginners I would recommend either books by;
Masaaki Kotabe 'Global Marketing Management' or
Warren J. Keegan 'Global Marketing Management'.

Have not received the book and was charged for it.