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[Studyguide for Global Marketing by Johansson, ISBN 9780072471489] (By: Sonny Johansson) [published: October, 2006] 🔍
Johansson, Johny K. Academic Internet Publishers, McGraw-Hill/Irwin series in marketing, 3rd ed., New York, N.Y, New York State, 2003
English [en] · PDF · 50.3MB · 2003 · 📗 Book (unknown) · 🚀/ia · Save
description
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.
Alternative title
Global Marketing: Foreign Entry, Local Marketing & Global Management (The Mcgraw-Hill/Irwin Series in Marketing)
Alternative title
Global marketing : foreign entry, local marketing, and global management
Alternative title
GLOBAL MARKETING-712403
Alternative author
Johny K. Johansson
Alternative author
Sonny Johansson
Alternative author
McGraw Hill
Alternative publisher
McGraw-Hill School Education Group
Alternative publisher
New York, N.Y.: McGraw-Hill/Irwin
Alternative publisher
Irwin Professional Publishing
Alternative publisher
Irwin/McGraw-Hill
Alternative publisher
McGraw-Hill Irwin
Alternative publisher
Oracle Press
Alternative edition
McGraw-Hill/Irwin series in marketing, 2003: 2, 3 ed, Boston, Mass, 2003
Alternative edition
McGraw-Hill/Irwin series in marketing, 3rd ed, New York, N.Y, c2003
Alternative edition
3rd ed, International ed., Boston, England, 2003
Alternative edition
United States, United States of America
Alternative edition
3rd edition, July 26, 2002
Alternative edition
5th ed, Boston, ©2009
Alternative edition
3, 2006
metadata comments
Includes bibliographical references and indexes.
metadata comments
Undergraduate.
Alternative description
"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."--Publisher's website
Alternative description
Utilizes a three-pronged framework to organize the discussion of how to conduct global business: foreign entry, local marketing, and global management. The discussion in this work progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets.
Alternative description
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
Alternative description
Reflecting the job of the global marketing manager, within both large and small multinational companies, and examining what drives a company's expansion abroad, this text is aimed at global, international and export marketing courses, at undergraduate andMBA level.
date open sourced
2023-06-28
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