Global Marketing : Foreign Entry, Local Marketing, and Global Management
ISBN: 9780073381015 | 0073381012
Edition: 5thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 11/3/2008
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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... MORE
| Fundamentals | p. 1 |
| The Global Marketing Task | p. 3 |
| Theoretical Foundations | p. 31 |
| Cultural Foundations | p. 57 |
| Foreign Entry | p. 97 |
| Country Attractiveness | p. 99 |
| Export Expansion | p. 129 |
| Licensing, Strategic Alliances, FDI | p. 157 |
| Local Marketing | p. 205 |
| Understanding Local Customers | p. 207 |
| Loc... MORE | p. 237 |
| Local Marketing in New Growth Markets | p. 271 |
| Local Marketing in Emerging Markets | p. 307 |
| Global Management | p. 369 |
| Global Marketing Strategy | p. 371 |
| Global Products and Services | p. 401 |
| Global Branding | p. 431 |
| Global Pricing | p. 459 |
| Global Distribution | p. 487 |
| Global Advertising | p. 515 |
| Global Promotion, E-Commerce, and Personal Selling | p. 547 |
| Organizing for Global Marketing | p. 575 |
| Index | p. 647 |
| Table of Contents provided by Blackwell. All Rights Reserved. |
