ENGLISH

Global Marketing: Foreign Entry, Local Marketing, and Global Management, 5th Edition

By Johny K. Johansson

Book information

Publisher
McGraw-Hill Irwin
Year
2008
ISBN
0073381012, 9780073381015
LCC
HF1416 .J63 2009
Google Books ID
rlmZPwAACAAJ
Open Library ID
OL22515319M
Language
english
Format
PDF
Filesize
13 MB (13760298 bytes)
Edition
5th
Pages
690\690
Orientation
yes
Scanned
no
Time added
2012-02-14 18:00:00
PR;МаркетингМаркетингреклама

Description

Johansson’s Global Marketing, 5/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. In foreign entry, in global management, and to a large extent even as a local marketer in a foreign country, the global marketer needs skills that the home makes experience-or the standard marketing text-have rarely taught. The recognition of the three roles helps dispel the notion that “there is no such thing as international global marketing, only marketing. Much of the excellent research and tried-and-true teaching material that global marketers in business and academe have contributed over the years is reflected in the chapters and in several cases that can be found at the end of each major section. The authors have focused on material that is timely and up-to-date, and relevant to the global context.

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