Global marketing : foreign entry, local marketing, and global management

By: Johansson, Johny KMaterial type: TextTextSeries: Irwin series in marketingPublication details: Chicago : Irwin, ©1997Description: xx, 716 pages : illustrations (some color), color mapsISBN: 9780256160510 ; 0256160511Subject(s): Export marketingDDC classification: 658.848
Contents:
Fundamentals; the global marketing job; theoretical foundations; cultural foundations; foreign entry; country attractiveness; export expansion; licensing, strategic alliances, FDI; local marketing; local buyer behaviour; local marketing research; local marketing in mature and new growth markets; local marketing in emerging markets; global management; globalizing marketing; global products and services; global pricing; global distribution; global advertizing; global promotion and personal selling; organizing for global marketing; the future of global marketing.
Summary: This text focuses on the environment of politics, finance, legal and economic regions of marketing, with a three-way partition allowing instructors to construct alternative courses outlines on the topics of global marketing, international marketing and export marketing.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Lending Books Lending Books Main Library
Stacks 		Reference 658.848 JOH (Browse shelf(Opens below)) Available 007341
Total holds: 0

Includes index

Fundamentals; the global marketing job; theoretical foundations; cultural foundations; foreign entry; country attractiveness; export expansion; licensing, strategic alliances, FDI; local marketing; local buyer behaviour; local marketing research; local marketing in mature and new growth markets; local marketing in emerging markets; global management; globalizing marketing; global products and services; global pricing; global distribution; global advertizing; global promotion and personal selling; organizing for global marketing; the future of global marketing.


This text focuses on the environment of politics, finance, legal and economic regions of marketing, with a three-way partition allowing instructors to construct alternative courses outlines on the topics of global marketing, international marketing and export marketing.

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