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Johny K Johansson

Global marketing : foreign entry, local marketing, and global management. Johny K Johansson - 5th rev. ed - [Place of publication not identified] : Mcgraw-Hill Education, 2009. - xix, 662 pages : illustrations ; 28 cm

Includes index

Part I: Fundamentals Chapter 1: The Global Marketing Task Chapter 2: Theoretical Foundations Chapter 3: Cultural Foundations Part II: Foreign Entry Chapter 4: Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDI Part III: Local Marketing Chapter 7: Understanding Local Customers Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging Markets Part IV: Global Management Chapter 11: Global Marketing Strategy Chapter 12 Global Products and Services Chapter 13: Global Branding Chapter 14: Global Pricing Chapter 15: Global Distribution Chapter 16: Global Advertising Chapter 17: Global Promotion, E-Commerce, and Personal Selling Chapter 18: Organizing for Global Marketing

ISBN: 9780071263627

ISSN: 0071263624

Subjects--Topical Terms:
Export marketing.
Sales & marketing.
Export marketing -- Management.

LC Class. No.: HF1416 / .J63