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Global Marketing Foreign Entry, Local Marketing and Global Management by Johny K. Johansson
  

Global Marketing Foreign Entry, Local Marketing and Global Management

RRP £49.99

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Synopsis

Global Marketing Foreign Entry, Local Marketing and Global Management by Johny K. Johansson

Johansson's 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. 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.

About the Author

Georgetown University,Washington DC. He is an expert in the areas of international marketing strategy and consumer decision making,especially as applied to Japanese and European companies. He has conducted many executive development seminars in many countries including Japan, Germany, Sweden, Hong Kong, Thailand and India.

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Book Info

Publication date

1st February 2009

Author

Johny K. Johansson

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Publisher

McGraw Hill Higher Education an imprint of McGraw-Hill Education - Europe

Format

Paperback
672 pages

Categories

Sales & marketing

ISBN

9780071263627

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