Global Marketing : Foreign Entry, Local Marketing, and Global Management

, by
Global Marketing : Foreign Entry, Local Marketing, and Global Management by Johansson, Johny K., 9780072471489
Write a Review
Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
  • ISBN: 9780072471489 | 0072471484
  • Cover: Hardcover
  • Copyright: 7/26/2002

  • Rent

    (Recommended)

    $116.24
     
    Term
    Due
    Price
    *This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.

  • Buy New

    Usually Ships in 3-4 Business Days

    $167.16

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.
Loading Icon

Please wait while the item is added to your bag...
Continue Shopping Button
Checkout Button
Loading Icon
Continue Shopping Button