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Global marketing : foreign entry, local marketing & global management

Author: Johny K Johansson
Publisher: Boston : Irwin/McGraw-Hill, 2000.
Series: Irwin/McGraw-Hill series in marketing.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Summary:

This updated text offers a three-pronged approach to global management, foreign entry, local marketing, and global marketing. It addresses how to market an existing product in global markets and  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Johny K Johansson
ISBN: 0073658634 9780073658636 007116961X 9780071169615
OCLC Number: 41572619
Description: xx, 604 pages : illustrations ; 28 cm.
Contents: pt. 1. Fundamentals. 1. Globalizing Marketing. 2. Global Competitive Analysis. 3. Global Cultural Analysis --
pt. 2. Foreign Entry. 4. Global Market Research. 5. Export Expansion. 6. Licensing, Strategic Alliances, FDI --
pt. 3. Local Marketing. 7. Local Buyer Behavior. 8. Local Marketing in Mature Markets. 9. Local Marketing in New Growth Markets. 10. Local Marketing in Emerging Markets --
pt. 4. Global Management. 11. Global Segmentation and Positioning. 12. Global Products and Services. 13. Global Pricing. 14. Global Distribution. 15. Global Advertising. 16. Global Promotion, Direct Marketing, and Personal Selling. 17. Organizing for Global Marketing. 18. The Future of Global Marketing.
Series Title: Irwin/McGraw-Hill series in marketing.
Responsibility: Johny K. Johansson.
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