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Global marketing : foreign entry, local marketing & global management / Johny K. Johansson.

By: Material type: TextTextSeries: McGraw-Hill/Irwin series in marketingPublisher: Boston : McGraw-Hill Irwin, [2006]Copyright date: ©2006Edition: Fourth editionDescription: xvi, 647 pages : illustrations ; 29 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0072961805
  • 9780072961805
Subject(s): DDC classification:
  • 658.84 22
LOC classification:
  • HF1416 .J63 2006
Contents:
Part I. Fundamentals -- 1. The Global Marketing Task -- 2. Theoretical Foundations -- 3. Cultural Foundations -- Part II. Foreign Entry -- 4. Country Attractiveness -- 5. Export Expansion -- 6. Licensing, Strategic Alliances, FDI -- Part III. Local Marketing -- 7. Understanding Local Customers -- 8. Local Marketing in Mature Markets -- 9. Local Marketing in New Growth Markets -- 10. Local Marketing in Emerging Markets -- Part IV. Global Management -- 11. Global Marketing Strategy -- 12. Global Products and Services -- 13. Global Branding -- 14. Global Pricing -- 15. Global Distribution -- 16. Global Advertising -- 17. Global Promotion, E-Commerce, and Personal Selling -- 18. Organizing for Global Marketing.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 658.84 JOH (Browse shelf(Opens below)) 1 Available A267255B
Book City Campus City Campus Main Collection 658.84 JOH (Browse shelf(Opens below)) 1 Available A403912B

Includes bibliographical references and index.

Part I. Fundamentals -- 1. The Global Marketing Task -- 2. Theoretical Foundations -- 3. Cultural Foundations -- Part II. Foreign Entry -- 4. Country Attractiveness -- 5. Export Expansion -- 6. Licensing, Strategic Alliances, FDI -- Part III. Local Marketing -- 7. Understanding Local Customers -- 8. Local Marketing in Mature Markets -- 9. Local Marketing in New Growth Markets -- 10. Local Marketing in Emerging Markets -- Part IV. Global Management -- 11. Global Marketing Strategy -- 12. Global Products and Services -- 13. Global Branding -- 14. Global Pricing -- 15. Global Distribution -- 16. Global Advertising -- 17. Global Promotion, E-Commerce, and Personal Selling -- 18. Organizing for Global Marketing.

Machine converted from AACR2 source record.

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