Global marketing : foreign entry, local marketing, and global management
Johansson, Johny K.
Global marketing : foreign entry, local marketing, and global management - Chicago : Irwin, ©1997. - xx, 716 pages : illustrations (some color), color maps ; - Irwin series in marketing. .
Includes index
Fundamentals; the global marketing job; theoretical foundations; cultural foundations; foreign entry; country attractiveness; export expansion; licensing, strategic alliances, FDI; local marketing; local buyer behaviour; local marketing research; local marketing in mature and new growth markets; local marketing in emerging markets; global management; globalizing marketing; global products and services; global pricing; global distribution; global advertizing; global promotion and personal selling; organizing for global marketing; the future of global marketing.
This text focuses on the environment of politics, finance, legal and economic regions of marketing, with a three-way partition allowing instructors to construct alternative courses outlines on the topics of global marketing, international marketing and export marketing.
9780256160510 0256160511
Export marketing.
658.848 / JOH
Global marketing : foreign entry, local marketing, and global management - Chicago : Irwin, ©1997. - xx, 716 pages : illustrations (some color), color maps ; - Irwin series in marketing. .
Includes index
Fundamentals; the global marketing job; theoretical foundations; cultural foundations; foreign entry; country attractiveness; export expansion; licensing, strategic alliances, FDI; local marketing; local buyer behaviour; local marketing research; local marketing in mature and new growth markets; local marketing in emerging markets; global management; globalizing marketing; global products and services; global pricing; global distribution; global advertizing; global promotion and personal selling; organizing for global marketing; the future of global marketing.
This text focuses on the environment of politics, finance, legal and economic regions of marketing, with a three-way partition allowing instructors to construct alternative courses outlines on the topics of global marketing, international marketing and export marketing.
9780256160510 0256160511
Export marketing.
658.848 / JOH