Global Marketing: Foreign Entry, Local Marketing & Global Management - Couverture rigide

Johansson, Johny

Couverture rigide

ISBN 10 : 0072471484 ISBN 13 : 9780072471489

Editeur : McGraw-Hill Publishing Co., 2002

Synopsis

"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.

Détails de l'édition

• Éditeur: McGraw-Hill Publishing Co.
• Date d'édition: 2002
• Langue: anglais
• ISBN 10: 0072471484
• ISBN 13: 9780072471489
• Reliure: Relié
• Numéro d'édition: 3
• Nombre de pages: 672
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible