Global Marketing: Foreign Entry, Local Marketing, and Global Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Marketing: Foreign Entry, Local Marketing, and Global Management write by Johny Johansson. This book was released on 2005-04-07. Global Marketing: Foreign Entry, Local Marketing, and Global Management available in PDF, EPUB and Kindle. Johansson’s Global Marketing, 4/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author’s rich international experience, help students move from concept to application. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses.
Global Marketing: Foreign Entry, Local Marketing, and Global Management
Global Marketing: Foreign Entry, Local Marketing, and Global Management - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Marketing: Foreign Entry, Local Marketing, and Global Management write by Johny K. Johansson. This book was released on 2008-11-03. Global Marketing: Foreign Entry, Local Marketing, and Global Management available in PDF, EPUB and Kindle. Johanssons Global Marketing, 5/e utilizes a three-pronged framework to organize the discussion of how to conduct global business: Foreign Entry, Local Marketing, and Global Management. Johansson seeks to develop the varied skills a marketing manager needs to be successful in each of these tasks. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the authors rich international experience, help students move from concept to application.
Global Marketing
Global Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Marketing write by Johny K. Johansson. This book was released on 2009. Global Marketing available in PDF, EPUB and Kindle.
Global Marketing (First Edition)
Global Marketing (First Edition) - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Global Marketing (First Edition) write by Johny Johansson. This book was released on 2016-01-13. Global Marketing (First Edition) available in PDF, EPUB and Kindle. The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of the "triple" bottom line - environmental sustainability, social fairness, and financial performance. Students also learn about bottom-of-the-pyramid markets, the role of digital global marketing, and the importance of adapting to international political, social, and environmental pressures. Featuring more than twenty original case studies, The New Global Marketing is an excellent introduction to what it really takes to succeed as a global marketer. Written for students with some marketing education and exposure to international business, the book is ideally suited to upper-level business courses and M.B.A. programs.
Selected Chapters from Global Marketing, Foreign Entry, Local Marketing and Global Management, Third Edition
Selected Chapters from Global Marketing, Foreign Entry, Local Marketing and Global Management, Third Edition - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Selected Chapters from Global Marketing, Foreign Entry, Local Marketing and Global Management, Third Edition write by Johny K. Johansson. This book was released on 2003. Selected Chapters from Global Marketing, Foreign Entry, Local Marketing and Global Management, Third Edition available in PDF, EPUB and Kindle.
