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Global Marketing Johny Johansson

Global Marketing By Johny Johansson

Global Marketing by Johny Johansson

Reviews:
$37.99
Condition - Very Good
Only 1 left
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Summary

This updated text offers a three-pronged approach to global management, foreign entry, local marketing, and global marketing. It addresses how to market an existing product in global markets and discusses how a company develops a new product for a global market.

Global Marketing Summary

Global Marketing: Foreign Entry, Local Marketing and Global Management by Johny Johansson

This updated text offers a three-pronged approach to global management, foreign entry, local marketing, and global marketing. It addresses how to market an existing product in global markets and discusses how a company develops a new product for a global market. This discussion takes into consideration the culture and needs of those customers.

Table of Contents

Part 1 Fundamentals: globalising marketing; global competitive analysis; global cultural analysis. Part 2 Foreign entry: global market research; export expansion; licensing, strategic alliances, FDI. Part 3 Local marketing abroad: local buyer behaviour; local marketing in mature markets; local marketing in new growth markets; local marketing in emerging markets. Part 4 Global management: global segmentation and positioning; global products and services; global pricing; global distribution; global advertising; global promotion, direct marketing,and personal selling; organising for global marketing; the future of global marketing.

Additional information

GOR002652325
9780071169615
007116961X
Global Marketing: Foreign Entry, Local Marketing and Global Management by Johny Johansson
Johny Johansson
Used - Very Good
Paperback
McGraw-Hill Education - Europe
1998-12-31
672
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Global Marketing