Book Cover
Book
Author Johansson, Johny K.

Title Global marketing : foreign entry, local marketing & global management / Johny K. Johansson
Edition Third edition
Published New York, N.Y. : McGraw-Hill/Irwin, [2003]
©2003

Copies

Location Call no. Vol. Availability
 W'PONDS  658.848 Joh/Gmf 2003  AVAILABLE
Description xviii, 654 pages : illustrations ; 28 cm
Series The McGraw-Hill/Irwin series in marketing
McGraw-Hill/Irwin series in marketing.
Contents Machine derived contents note: Part I: Fundamentals -- Chapter 1: Globalizing Marketing -- Chapter 2: Theoretical Foundations -- Chapter 3: Cultural Foundations -- Part II: Foreign Entry -- Chapter 4: Researching Country Attractiveness -- Chapter 5: Export Expansion -- Chapter 6: Licensing, Strategic Alliances, FDI -- Part III: Local Marketing -- Chapter 7: Localizing Marketing Basics, Segmentation and Positioning -- 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 Products -- Chapter 12: Global Services -- Chapter 13: Global Pricing -- Chapter 14: Global Distribution -- Chapter 15: Global Advertising -- Chapter 16: Global Promotion, Direct Marketing, and Personal Selling -- Chapter 17: Organizing for Global Marketing -- Appendix: Global Marketing Planning
Bibliography Includes bibliographical references and indexes
Notes Also available online
Donated by Prof. David Corkindale
Subject Export marketing.
Export marketing -- Management.
LC no. 2002023528
ISBN 0072471484 alkaline paper
0071195637 International alkaline paper