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Global Marketing

Global Marketing - 5th edition

Cover of Global Marketing 5TH 09 (ISBN -)
Cover type:
Edition/Copyright: 5TH 09
Publisher: Vitalsource Technologies, Inc.
Published: 2009
International: No

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Global Marketing - 5TH 09 edition

ISBN13: -

Johansson

Cover type:
Edition/Copyright: 5TH 09
Publisher: Vitalsource Technologies, Inc.

Published: 2009
International: No
Summary

Global Marketing 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.

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