Global marketing : Foreign entry, local marketing, and global management / Johny K. Johansson

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Global marketing : Foreign entry, local marketing, and global management / Johny K. Johansson

Book

JOHANSSON, Johny K.

Published by McGraw-Hill. Boston [Massachusetts] - 2009

Source : Ebsco collections

Item type: Book
Language: anglais
Pages: 662 p.

Edition: 5th ed.
Publication year: 2009

ISBN: 978-0-07-126362-7

Region

MONDE

Note

Appendix, exhibits, notes

Note

References, index

This book introduces the fundamentals of global marketing and utilizes a three-pronged framework to organize the discussion of how to conduct global business : foreign entry, local marketing, global management. The author 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.

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