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

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

by Johny K. Johansson
Pub. Date:
McGraw-Hill Companies, The
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Global Marketing: Foreign Entry, Local Marketing, and Global Management / Edition 4

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.

Product Details

ISBN-13: 9780072961805
Publisher: McGraw-Hill Companies, The
Publication date: 04/07/2005
Series: The McGraw-Hill/Irwin Series in Marketing
Edition description: Older Edition
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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