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Global Marketing : Foreign Entry, Local Marketing, and Global Management

by:
9780072471489

Global Marketing : Foreign Entry, Local Marketing, and Global Management

by:
  • ISBN 13:

    9780072471489

  • ISBN 10:

    0072471484

  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 07/26/2002
  • Publisher: McGraw-Hill/Irwin
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Summary

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.

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