Global Marketing Foreign Entry, Local Marketing, and Global Management

ISBN-10: 0072961805

ISBN-13: 9780072961805

Edition: 4th 2006 (Revised)

Authors: Johny K. Johansson

List price: $194.38
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Book details

List price: $194.38
Edition: 4th
Copyright year: 2006
Publisher: McGraw-Hill Higher Education
Publication date: 4/7/2005
Binding: Hardcover
Pages: 664
Size: 9.00" wide x 11.25" long x 1.00" tall
Weight: 3.520
Language: English

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
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