Global marketing : foreign entry, local marketing & global management /
Johansson, Johny K.,
Global marketing : foreign entry, local marketing & global management / Johny K. Johansson. - Fourth edition. - xvi, 647 pages : illustrations ; 29 cm. - McGraw-Hill/Irwin series in marketing . - McGraw-Hill/Irwin series in marketing. .
Includes bibliographical references and index.
Fundamentals -- The Global Marketing Task -- Theoretical Foundations -- Cultural Foundations -- Foreign Entry -- Country Attractiveness -- Export Expansion -- Licensing, Strategic Alliances, FDI -- Local Marketing -- Understanding Local Customers -- Local Marketing in Mature Markets -- Local Marketing in New Growth Markets -- Local Marketing in Emerging Markets -- Global Management -- Global Marketing Strategy -- Global Products and Services -- Global Branding -- Global Pricing -- Global Distribution -- Global Advertising -- Global Promotion, E-Commerce, and Personal Selling -- Organizing for Global Marketing. Part I. 1. 2. 3. Part II. 4. 5. 6. Part III. 7. 8. 9. 10. Part IV. 11. 12. 13. 14. 15. 16. 17. 18.
0072961805 9780072961805
2005041505
Export marketing
Export marketing--Management
HF1416 / .J63 2006
658.84
Global marketing : foreign entry, local marketing & global management / Johny K. Johansson. - Fourth edition. - xvi, 647 pages : illustrations ; 29 cm. - McGraw-Hill/Irwin series in marketing . - McGraw-Hill/Irwin series in marketing. .
Includes bibliographical references and index.
Fundamentals -- The Global Marketing Task -- Theoretical Foundations -- Cultural Foundations -- Foreign Entry -- Country Attractiveness -- Export Expansion -- Licensing, Strategic Alliances, FDI -- Local Marketing -- Understanding Local Customers -- Local Marketing in Mature Markets -- Local Marketing in New Growth Markets -- Local Marketing in Emerging Markets -- Global Management -- Global Marketing Strategy -- Global Products and Services -- Global Branding -- Global Pricing -- Global Distribution -- Global Advertising -- Global Promotion, E-Commerce, and Personal Selling -- Organizing for Global Marketing. Part I. 1. 2. 3. Part II. 4. 5. 6. Part III. 7. 8. 9. 10. Part IV. 11. 12. 13. 14. 15. 16. 17. 18.
0072961805 9780072961805
2005041505
Export marketing
Export marketing--Management
HF1416 / .J63 2006
658.84