Global Marketing: Foreign Entry, Local Marketing and Global Management - Couverture souple

Johansson, Johny

Couverture souple

ISBN 10 : 0071144021 ISBN 13 : 9780071144025

Editeur : McGraw-Hill Education (ISE Editions), 1996

Synopsis

Focusing on global, international and export marketing, this text reflects the job of the typical global marketing manager. It centres on the idea of the multinational firms (both large and small businesses) and aims to present the theory in a way which will help marketing managers understand what drives a company's expansion abroad and how and when to adapt the various marketing functions involved. The text integrates the environments (politics, finance, legal and economic regions) and covers culture. International in approach, it features cases from around the world and examples from the 1990s.

A propos du livre

Présentation de l'éditeur

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.

Biographie de l'auteur

Georgetown University,Washington DC. He is an expert in the areas of international marketing strategy and consumer decision making,especially as applied to Japanese and European companies. He has conducted many executive development seminars in many countries including Japan, Germany, Sweden, Hong Kong, Thailand and India.

Détails de l'édition

• Éditeur: McGraw-Hill Education (ISE Editions)
• Date d'édition: 1996
• Langue: anglais
• ISBN 10: 0071144021
• ISBN 13: 9780071144025
• Reliure: Broché
• Nombre de pages: 720
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible