Johansson, Johny K.
Global marketing : foreign entry, local marketing, & global management / Johny K. Johansson - Second edition - Singapore : McGraw-Hill Higher Education, c2000. - xx, 604 pages : illustrations ; 23 cm.
Includes bibliographical references (p. [161]-164) and index.
Contents: Part one Fundamentals -- 1 Globalizing marketing -- 2 Global competitive analysis -- 3 Global cultural analysis -- Part two Foreign entry -- 4 Global market research -- 5 Export expansion -- 6 Licensing, Strategic alliances, fdi -- Part three 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 -- Part four Global management -- 11 Global segmentation and positioning -- 12 Global product 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
English
0071188592 [newsprint] $21.00
90034918
Industrial design.
Global marketing : foreign entry, local marketing, & global management / Johny K. Johansson - Second edition - Singapore : McGraw-Hill Higher Education, c2000. - xx, 604 pages : illustrations ; 23 cm.
Includes bibliographical references (p. [161]-164) and index.
Contents: Part one Fundamentals -- 1 Globalizing marketing -- 2 Global competitive analysis -- 3 Global cultural analysis -- Part two Foreign entry -- 4 Global market research -- 5 Export expansion -- 6 Licensing, Strategic alliances, fdi -- Part three 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 -- Part four Global management -- 11 Global segmentation and positioning -- 12 Global product 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
English
0071188592 [newsprint] $21.00
90034918
Industrial design.