Good Marketing Books
| Marketing |
Larger
| Global Marketing: Foreign Entry, Local Marketing, and Global Management
Buy from www.amazon.com
| List Price:
www.amazon.com's Price: $156.64
Condition: New
Availability: Usually ships in 24 hours
Lowest New Price: $71.50
Lowest Used Price: $71.40
| Product DescriptionJohansson’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.
Read more...
Similar Products:Consumer Behavior
The New Age of Innovation: Driving Cocreated Value Through Global Networks
Strategic Management: Concepts and Cases: Competitiveness and Globalization
Advertising and Promotion: An Integrated Marketing Communications Perspective
Global Strategy
|
|
| Top Marketing News |
| 2012-02-05 19:01 |
business analytics software provider sas, a leader in integrated marketing management, announced today it has been placed in the leaders quadrant in gartner inc.'s latest report ma |
|
[news/lw_all.xml] |
|