Global marketing : foreign entry, local marketing and global management / Johny K. Johansson.

By:

Johansson, Johny K

Series: McGraw-Hill/Irwin series in marketingPublisher: New York : McGraw-Hill/Irwin, c2003Edition: Third editionDescription: xviii, 654 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

007195637 [paperback]

Subject(s):

DDC classification:

658.848 J59 2003

Online resources:

Contents:

Chapter one The global marketing job -- Chapter two Theoretical foundations -- Chapter three Cultural foundations -- Chapter four Foreign entry -- Chapter five Export expansion -- Chapter six Licensing, strategic alliances, FDI -- Chapter seven Local buyer behavior, segmentation, and positioning -- Chapter eight Local marketing in mature markets -- Chapter nine Local marketing in new growth markets -- Local marketing in emerging markets -- Chapter eleven Global products -- Chapter twelve Global services -- Chapter thirteen Global pricing -- Chapter fourteen Global distribution -- Chapter fifteen Global advertising -- Chapter sixteen Global promotion, e-commerce, and personal selling -- Chapter seventeen Organizing for global marketing

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Reference	Graduate School Library Annex	658.848 J59 2003 (Browse shelf(Opens below))	Available		UC12-000004721

Includes bibliographical references and index

English

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