Global Marketing: Foreign Entry, Local Marketing, and Global Management / Edition 4

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Overview

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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Product Details

  • ISBN-13: 9780072961805
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 4/7/2005
  • Series: The McGraw-Hill/Irwin Series in Marketing
  • Edition description: Older Edition
  • Edition number: 4
  • Pages: 664
  • Product dimensions: 8.40 (w) x 11.00 (h) x 1.21 (d)

Table of Contents

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
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