Global marketing : foreign entry, local marketing & global management

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Title:

Global marketing : foreign entry, local marketing & global management

Author:

Johansson, Johny K.

ISBN:

9780072471489

9780071195638

Personal Author:

Johansson, Johny K.

Edition:

3rd ed.

Publication Information:

New York, N.Y. : McGraw-Hill/Irwin, ©2003.

Physical Description:

xviii, 654 pages : illustrations ; 28 cm.

Series:

McGraw-Hill/Irwin series in marketing

McGraw-Hill/Irwin series in marketing.

Subject Term:

Export marketing.

Export marketing -- Management.

Export marketing. (OCoLC)fst00918703

Export marketing -- Management. (OCoLC)fst00918717

Internationale marketing.

Internationales Marketing.

Internationales Marketing. (DE-588)4125431-4

Electronic Access:

Inhaltsverzeichnis
Table of contents http://catdir.loc.gov/catdir/toc/mh023/2002023528.html
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=009858672&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Publisher description http://catdir.loc.gov/catdir/description/mh024/2002023528.html

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Searching... 1:VCSD	1:GEN-BOOK	000051731	658.848 JOH	1	Searching... Unknown

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Summary

Summary

Global Marketing 3e 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. The discussion p

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