Global marketing : foreign entry, local marketing & global management / Johny K. Johansson.

By:

Johansson, Johny K

Material type: Text

TextSeries: The mcgraw-hill/irwin series in marketingPublication details: [S.l.] : Mcgraw-Hill (Tx), 2002.Edition: 3rd edDescription: 654 p. ; 28 cmISBN:

0071195637 (hardcover)
9780071195638 (hardcover)

Online resources:

Amazon.com

Summary: "Global Marketing 3rd Edition" 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Book	Air University Central Library Islamabad	NFIC	658.848 JOH (Browse shelf(Opens below))	Available	P2959

"Global Marketing 3rd Edition" 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.

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Global marketing : foreign entry, local marketing & global management / Johny K. Johansson.