Global marketing : foreign entry, local marketing, and global management / Johny K. Johansson.
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TextSeries: McGraw-Hill International editionPublication details: Boston : McGraw-Hill Irwin, c2009.Edition: 5th edDescription: xix, 662 p. : ill. ; 29 cmISBN: - 9780071263627 (pbk)
- 0071263624 (pbk)
- 658.8'4 22
- HF1416 .J63 2009
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| 658.8'02 KIM Blue ocean strategy : | 658.8'02 PRO Strategic marketing : | 658.8'27 DEC Creating powerful brands / | 658.8'4 JOH Global marketing : | 658.8'72 BRA The social organization : | 658.8'80151 BLU Introduction to credit risk modeling / | 658 DAF Management / |
Includes bibliographical references and indexes.
Part I: Fundamentals Chapter 1: The Global Marketing Task Chapter 2: Theoretical Foundations Chapter 3: Cultural Foundations Part II: Foreign Entry Chapter 4: Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDI Part III: Local Marketing Chapter 7: Understanding Local Customers Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging Markets Part IV: Global Management Chapter 11: Global Marketing Strategy Chapter 12 Global Products and Services Chapter 13: Global Branding Chapter 14: Global Pricing Chapter 15: Global Distribution Chapter 16: Global Advertising Chapter 17: Global Promotion, E-Commerce, and Personal Selling Chapter 18: Organizing for Global Marketing
Utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. This title develops the varied skills a marketing manager needs to be successful in each of these tasks. It focuses on material that is relevant to the global context
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