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Global Marketing: Foreign Entry, Local Marketing, and Global Management

Johny K. Johansson

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Global Marketing: Foreign Entry, Local Marketing, and Global Management

by Johny K. Johansson
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Global Marketing: Foreign Entry, Local Marketing, and Global Management - Thryft
Global Marketing: Foreign Entry, Local Marketing, and Global Management - Thryft
Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.
Sale

Global Marketing: Foreign Entry, Local Marketing, and Global Management

by Johny K. Johansson
Save up to 57%
Condition guide

Book Condition Guide

Books in Like New Condition

This book may contain very minor cosmetic defects, but it is in pristine condition. There should be no yellowing, no foxing, no water damage, and no annotations of any kind on the cover and the pages. For paperbacks, there should not be any crease marks on the spine. This book is good as new — lucky you!

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This book has been used, but it is still in a clean condition. There should be no foxing or annotations of any kind on the inner pages, but a sparse amount may be present on the cover, title pages, or outside edges of the book. There should be no water damage of any kind. For paperbacks, there may be light crease marks on the spine.

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Books in Well Read Condition

This is a well-read book, which means that the previous owner probably really enjoyed it! The cover and pages may include moderate foxing and annotations, but the text is not obscured and still readable. Moderate cosmetic defects and minor water damage may be present on the edges of the book. For paperbacks, there may be multiple crease marks on the spine.

*Books may be missing bundle media (e.g. CD, e-book code), if included.

 

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ISBN: 9780071263627
Author: Johny K. Johansson
Publisher: McGraw-Hill Medical Publishing
Date of Publication: 2010-01-01
Format: Paperback
Related Collections: Business, Economics, Marketing
Related Topics: Management, Marketing, Finance, Society, Sociology
Goodreads rating: 4.0
(rated by 7 readers)

Description

Johansson's "Global Marketing, 5/e" utilizes a three-pronged framework to organize the discussion of how to conduct global 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. In foreign entry, in global management, and to a large extent even as a local marketer in a foreign country, the global marketer needs skills that the home makes experience - or the standard marketing text - have rarely taught. The recognition of the three roles helps dispel the notion that there is no such thing as international global marketing, only marketing. Much of the excellent research and tried-and-true teaching material that global marketers in business and academe have contributed over the years is reflected in the chapters and in several cases that can be found at the end of each major section. The authors have focused on material that is timely and up-to-date, and relevant to the global context.
 
Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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