Global Marketing: Foreign Entry, Local Marketing and Global Management (Paperback)
  • Global Marketing: Foreign Entry, Local Marketing and Global Management (Paperback)
zoom

Global Marketing: Foreign Entry, Local Marketing and Global Management (Paperback)

(author)
£50.99
Paperback Published: 01/02/2009
  • Not available

This product is currently unavailable

This product is currently unavailable.

  • This item has been added to your basket
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.

Publisher: McGraw-Hill Education - Europe
ISBN: 9780071263627
Weight: 1414 g
Dimensions: 278 x 218 x 25 mm
Edition: 5th Revised edition

You may also be interested in...

Jab, Jab, Jab, Right Hook
Added to basket
Mid-Century Ads
Added to basket
£15.00
Hardback
Growth Hacker Marketing
Added to basket
Key Person of Influence
Added to basket
The 22 Immutable Laws Of Marketing
Added to basket
Launch
Added to basket
£12.99
Paperback
Contagious
Added to basket
£9.99
Paperback
The Challenger Sale
Added to basket
SPIN (R) -Selling
Added to basket
£22.99
Paperback
The Sales Bible, New Edition
Added to basket
Hooked
Added to basket
£12.99
Hardback
Charity Marketing
Added to basket
£32.95
Paperback
How Brands Grow
Added to basket
£24.99
Hardback
Build a Brand in 30 Days
Added to basket

Please sign in to write a review

Your review has been submitted successfully.