"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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Book Description Mcgraw-Hill (Tx), 2002. Hardcover. Book Condition: New. 3. Bookseller Inventory # DADAX0071195637
Book Description Mcgraw-Hill (Tx), 2002. Hardcover. Book Condition: New. book. Bookseller Inventory # 0071195637
Book Description McGraw-Hill Companies, The. Soft cover. Book Condition: New. New, 3rd Edition, International Edition .To be delivered in 3-5 business days via FedEx or UPS. Premium quality books. Bookseller Inventory # 0071195637
Book Description The McGraw-Hill Company. Book Condition: New. Bookseller Inventory # 4689890
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800711956381.0