Name: Global Marketing: Foreign Entry, Local Marketing and Global Management
SKU: BRANDMCGRAW-HILLMEDICALPUBLISHING-
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Global Marketing: Foreign Entry, Local Marketing and Global Management

$112.19

Used Book in Good Condition

EAN: 9780071263627 SKU: BRANDMCGRAW-HILLMEDICALPUBLISHING- Category: Global Marketing

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.

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Brand	Brand: McGraw-Hill Medical Publishing	Manufacturer	McGraw-Hill Medical Publishing
Author	Johny K. Johansson	NumberOfItems	1
Item Weight	0.00 Pounds	ItemDimensions	8.58 x 0.98 x 10.94Inches
binding	Paperback	Amazon Category	Books » Business & Money » Marketing & Sales » Marketing » Global Marketing
ISBN	0071263624	EAN	9780071263627

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Global Marketing: Foreign Entry, Local Marketing and Global Management

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