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

Johansson, Johny K.

Rilegato

ISBN 10: 0072961805 ISBN 13: 9780072961805

Casa editrice: McGraw-Hill Higher Education, 2005

Riassunto

Johansson’s Global Marketing, 4/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. 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. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses.

Su questo libro

Contenuti

Part I: Fundamentals

Chapter 1: The Global Marketing Job

Chapter 2: Theoretical Foundations

Chapter 3: Cultural Foundations

Part II: Foreign Entry

Chapter 4: Country Attractiveness

Chapter 5: Export Expansion

Chapter 6: Licensing, Strategic Alliances, FDI

Part III: Local Marketing

Chapter 7: Understanding Local Buyers

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 Segmentation and Positioning

Chapter 12 Global Products

Chapter 13: Global Services

Chapter 14: Global Pricing

Chapter 15: Global Distribution

Chapter 16: Global Advertising

Chapter 17: Global Promotion, E-Commerce, and Personal Selling

Chapter 18: Organizing for Global Marketing

Appendix: Global Marketing Planning

Product Description

Book by Johansson Johny

Dettagli dell?edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2005
• Lingua: Inglese
• ISBN 10: 0072961805
• ISBN 13: 9780072961805
• Rilegatura: Copertina rigida
• Numero edizione: 4
• Numero di pagine: 664
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile