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Global Marketing: Foreign Entry, Local Marketing, and Global Management
 
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Global Marketing: Foreign Entry, Local Marketing, and Global Management (Hardcover)

by Johny K. Johansson (Author)
3.0 out of 5 stars  (4 customer reviews)
Price: $145.00
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Product Description
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.
Product Details
  • Hardcover: 672 pages
  • Publisher: McGraw-Hill/Irwin; 3rd edition (July 26, 2002)
  • Language: English
  • ISBN-10: 0072471484
  • ISBN-13: 978-0072471489
  • Product Dimensions: 11 x 8.6 x 1.2 inches
  • Shipping Weight: 3.6 pounds (View shipping rates and policies)
  • Average Customer Review: 3.0 out of 5 stars  (4 customer reviews)
  • Amazon.com Sales Rank: #583,480 in Books (See Bestsellers in Books)

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    #85 in  Books > Business & Investing > International > Global

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  • Also Available in: Hardcover (3rd) |  All Editions

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