Global Marketing 3e 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.
"synopsis" may belong to another edition of this title.
Book Description McGraw-Hill Higher Education. Book Condition: Brand New. Softcover, International Edition. This is an International Edition. Bookseller Inventory # 4352876
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800724714891.0
Book Description McGraw-Hill Higher Education. Soft cover. Book Condition: New. New, 3rd Edition, International Edition .UPS, FedEx, DHL delivery. Takes only 3-5 business days. Premium quality books. Bookseller Inventory # 0072471484
Book Description Hardcover. Book Condition: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Bookseller Inventory # 0072471484BNA
Book Description McGraw-Hill/Irwin, 2002. Hardcover. Book Condition: New. book. Bookseller Inventory # 0072471484
Book Description McGraw-Hill/Irwin, 2002. Hardcover. Book Condition: New. 3rd. Bookseller Inventory # DADAX0072471484
Book Description The McGraw-Hill Company. Book Condition: New. pp. 672 , Illus. Bookseller Inventory # 4216626