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

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  • Edition: 5th
  • Format: Hardcover
  • Copyright: 2008-11-03
  • Publisher: McGraw-Hill/Irwin

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Johansson's Global Marketing, 5/e 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. In foreign entry, in global management, and to a large extent even as a local marketer in a foreign country, the global marketer needs skills that the home makes experience-or the standard marketing text-have rarely taught. The recognition of the three roles helps dispel the notion that "there is no such thing as international global marketing, only marketing. Much of the excellent research and tried-and-true teaching material that global marketers in business and academe have contributed over the years is reflected in the chapters and in several cases that can be found at the end of each major section. The authors have focused on material that is timely and up-to-date, and relevant to the global context.

Table of Contents

Fundamentalsp. 1
The Global Marketing Taskp. 3
Theoretical Foundationsp. 31
Cultural Foundationsp. 57
Foreign Entryp. 97
Country Attractivenessp. 99
Export Expansionp. 129
Licensing, Strategic Alliances, FDIp. 157
Local Marketingp. 205
Understanding Local Customersp. 207
Local Marketing in Mature Marketsp. 237
Local Marketing in New Growth Marketsp. 271
Local Marketing in Emerging Marketsp. 307
Global Managementp. 369
Global Marketing Strategyp. 371
Global Products and Servicesp. 401
Global Brandingp. 431
Global Pricingp. 459
Global Distributionp. 487
Global Advertisingp. 515
Global Promotion, E-Commerce, and Personal Sellingp. 547
Organizing for Global Marketingp. 575
Indexp. 647
Table of Contents provided by Blackwell. All Rights Reserved.

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