Global Marketing: Foreign Entry, Local Marketing, and Global Management (McGraw-Hill/Irwin Series in Marketing) [Hardcover]

Johny Johansson (Author)

Book Description

Publication Date: April 7, 2005 | ISBN-10: 0072961805 | ISBN-13: 978-0072961805 | Edition: 4

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.

Editorial Reviews

About the Author

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. --This text refers to the Paperback edition.

Product Details

• Hardcover: 664 pages
• Publisher: McGraw-Hill/Irwin; 4 edition (April 7, 2005)
• Language: English
• ISBN-10: 0072961805
• ISBN-13: 978-0072961805
• Product Dimensions: 10.9 x 7.9 x 1.2 inches
• Shipping Weight: 3.4 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #569,344 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Great price. Great Condition., September 27, 2011

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Alexa - See all my reviews

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This review is from: Global Marketing: Foreign Entry, Local Marketing, and Global Management (McGraw-Hill/Irwin Series in Marketing) (Hardcover)

Not much to say. Ordered this as a required text for an International Marketing course (undergrad). Great price. Just what I needed.

0 of 1 people found the following review helpful:

5.0 out of 5 stars Book order to Toronto, Canada, October 18, 2010

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Victor - See all my reviews

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This review is from: Global Marketing: Foreign Entry, Local Marketing and Global Management (Paperback)

The book was in excelent condition, I would recommend for future buyers to invest extra bucks on the shipment to get a faster delivery.

3 of 6 people found the following review helpful:

2.0 out of 5 stars Ripping you off, July 20, 2005

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Dan Shaffer (Leesburg, VA) - See all my reviews

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This review is from: Global Marketing: Foreign Entry, Local Marketing, and Global Management (McGraw-Hill/Irwin Series in Marketing) (Hardcover)

This is book is what in marketing they call the rip-off strategy.

Chances are you're not going to pay this outrageous price for such a boring book unless you are forced to for a class, as was my case. It's bad enough that the publisher has jacked up the price into the stratosphere, but to rub it in with black and white pictures is just wrong. Shame on McGraw Hill. Shame on the author. Shame on everyone involved in the selling of this book, including Amazon.

Then there's the content of the book. And even by marketing standards (this is my 4th marketing class) it's outrageously bland and dull.