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Global Marketing: Foreign Entry, Local Marketing, and Global Management

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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. ...

Global Marketing: Foreign Entry, Local Marketing and Global Management 2009, McGraw Hill Higher Education, London

ISBN-13: 9780071263627

5th Revised edition

Paperback

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Global Marketing: Foreign Entry, Local Marketing, and Global Management 2002, Irwin/McGraw-Hill, New York, NY

ISBN-13: 9780072471489

3rd edition

Hardcover

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Global Marketing: Foreign Entry, Local Marketing, and Global Management 1997, McGraw-Hill Companies, Chicago, IL

ISBN-13: 9780256160512

Hardcover

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