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Global Marketing : Foreign Entry, Local Marketing, and Global Managementby Johansson, Johny
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Table of Contents
|The Global Marketing Task||p. 3|
|Theoretical Foundations||p. 31|
|Cultural Foundations||p. 57|
|Foreign Entry||p. 97|
|Country Attractiveness||p. 99|
|Export Expansion||p. 129|
|Licensing, Strategic Alliances, FDI||p. 157|
|Local Marketing||p. 205|
|Understanding Local Customers||p. 207|
|Local Marketing in Mature Markets||p. 237|
|Local Marketing in New Growth Markets||p. 271|
|Local Marketing in Emerging Markets||p. 307|
|Global Management||p. 369|
|Global Marketing Strategy||p. 371|
|Global Products and Services||p. 401|
|Global Branding||p. 431|
|Global Pricing||p. 459|
|Global Distribution||p. 487|
|Global Advertising||p. 515|
|Global Promotion, E-Commerce, and Personal Selling||p. 547|
|Organizing for Global Marketing||p. 575|
|Table of Contents provided by Blackwell. All Rights Reserved.|