TY  - BOOK
AU  - Johansson Johny K.
TI  - Global Marketing: Foreign Entry, Local Marketing, and Global
SN  - 9870256160510
AV  - HF 1416 .J63
PY  - 1997///
CY  - Chicago
PB  - Irwin
KW  - Export marketing
N1  - Includes index; Chapter 1. The Global Marketing
Chapter 2. Theoretical Fondations
Chapter 3. Cultural foundations
Chapter 4. Country attractiveness
Chapter 5. Export Expansion
Chapter 6. Licensing, Strategic Alliances, FDI
Chapter 7. Local buyer behaviour
Chapter 8. Local marketing research
Chapter 9. Local marketing in mature and new growth markets
Chapter 10. Local marketing in emerging markets
Chapter 11. Globalizing marketing
Chapter 12. Global products and services
Chapter 13. Global pricing
Chapter 14. Global distribution
Chapter 15. Global advertising
Chapter 16. Global promotion, Direct marketing, and personal selling
Chapter 17. Organizing for global marketing
Chapter 18. The future of Global marketing
ER  -