TY  - BOOK
AU  - Johansson,Johny K.
TI  - Global marketing: foreign entry, local marketing, & global management 
SN  - 0071188592 [newsprint]
PY  - 2000///
CY  - Singapore
PB  - McGraw-Hill Higher Education
KW  - Industrial design
N1  - 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
ER  -