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9780072471489

Global Marketing Foreign Entry, Local Marketing, & Global Management

Global Marketing Foreign Entry, Local Marketing, & Global Management
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  • ISBN-13: 9780072471489
  • ISBN: 0072471484
  • Edition: 3
  • Publication Date: 2002
  • Publisher: McGraw-Hill Higher Education

AUTHOR

Johansson, Johny K.

SUMMARY

Global Marketing 3e 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.Johansson, Johny K. is the author of 'Global Marketing Foreign Entry, Local Marketing, & Global Management', published 2002 under ISBN 9780072471489 and ISBN 0072471484.

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