Global marketing : foreign entry, local marketing, & global management / Johny K. Johansson
Material type:
TextPublisher: Singapore : McGraw-Hill Higher Education, c2000Edition: Second editionDescription: xx, 604 pages : illustrations ; 23 cmContent type: text Media type: unmediated Carrier type: unspecifiedISBN: 0071188592 [newsprint]Subject(s): Industrial designDDC classification: | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Book
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658.5752 J59 2000 (Browse shelf) | Available | 3UCBL000004119 |
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
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