- Wydawnictwo: McGraw-Hill
- Data wydania: 3 listopada 2008
- Liczba stron: 672
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.
Table of contents
Part I: FundamentalsChapter 1: The Global Marketing TaskChapter 2: Theoretical FoundationsChapter 3: Cultural Foundations Part II: Foreign EntryChapter 4: Country AttractivenessChapter 5: Export ExpansionChapter 6: Licensing, Strategic Alliances, FDI Part III: Local MarketingChapter 7: Understanding Local CustomersChapter 8: Local Marketing in Mature MarketsChapter 9: Local Marketing in New Growth MarketsChapter 10: Local Marketing in Emerging Markets Part IV: Global ManagementChapter 11: Global Marketing Strategy Chapter 12 Global Products and ServicesChapter 13: Global Branding Chapter 14: Global PricingChapter 15: Global DistributionChapter 16: Global AdvertisingChapter 17: Global Promotion, E-Commerce, and Personal SellingChapter 18: Organizing for Global Marketing