Global marketing : foreign entry, local marketing & global management /
Johansson, Johny K.
Global marketing : foreign entry, local marketing & global management / Johny K. Johansson. - 2nd ed. - Boston : Irwin/McGraw-Hill, 2000. - xx, 604 p. : ill. ; 28 cm. - The Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Contents: Fundamentals: Globalizing marketing -- Global competitive analysis -- Global cultural analysis -- Foreign entry: Global market research -- Export expansion -- Licensing, strategic alliances, FDI -- Local Marketing: Labour buyer behavior -- Local marketing in mature markets -- Local marketing in new growth markets -- Local marketing in emerging markets -- Global management: Global segmentation and positioning -- Global products and services -- Global pricing -- Global distribution -- Global advertising -- Global promotion, direct marketing, and personal selling -- Organizing for global marketing -- The Future of global marketing.
0073658634
99033630
Export marketing.
Export marketing--Management.
HF1416 / .J63 2000
658.8/48
Global marketing : foreign entry, local marketing & global management / Johny K. Johansson. - 2nd ed. - Boston : Irwin/McGraw-Hill, 2000. - xx, 604 p. : ill. ; 28 cm. - The Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Contents: Fundamentals: Globalizing marketing -- Global competitive analysis -- Global cultural analysis -- Foreign entry: Global market research -- Export expansion -- Licensing, strategic alliances, FDI -- Local Marketing: Labour buyer behavior -- Local marketing in mature markets -- Local marketing in new growth markets -- Local marketing in emerging markets -- Global management: Global segmentation and positioning -- Global products and services -- Global pricing -- Global distribution -- Global advertising -- Global promotion, direct marketing, and personal selling -- Organizing for global marketing -- The Future of global marketing.
0073658634
99033630
Export marketing.
Export marketing--Management.
HF1416 / .J63 2000
658.8/48