Global Marketing Foreign Entry, Local Marketing, and Global Management

Name: Global Marketing Foreign Entry, Local Marketing, and Global Management
Price: 8.37 USD
Availability: InStock
ISBN: 9780073658636

ISBN-10: 0073658634

ISBN-13: 9780073658636

Edition: 2nd 2000

Authors: Johny K. Johansson

List price: $160.63

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Book details

List price: $160.63
Edition: 2nd
Copyright year: 2000
Publisher: McGraw-Hill Higher Education
Publication date: 8/13/1999
Binding: Hardcover
Pages: 624
Size: 9.25" wide x 11.25" long x 1.25" tall
Weight: 3.432
Language: English



Fundamentals


Globalizing Marketing


Theoretical Foundations


Cultural Foundations


Foreign Entry


Researching Country Attractiveness


Export Expansion


Licensing, Strategic Alliances, FDI


Local Marketing


Localizing Marketing Basics, Segmentation and Positioning


Local Marketing in Mature Markets


Local Marketing in New Growth Markets


Local Marketing in Emerging Markets


Global Management


Global Products


Global Services


Global Pricing


Global Distribution


Global Advertising


Global Promotion, Direct Marketing, and Personal Selling


Organizing for Global Marketing


Appendix: Global Marketing Planning