Items related to Global Marketing: Foreign Entry, Local Marketing and...
This updated text offers a three-pronged approach to global management, foreign entry, local marketing, and global marketing. It addresses how to market an existing product in global markets and discusses how a company develops a new product for a global market. This discussion takes into consideration the culture and needs of those customers.
"synopsis" may belong to another edition of this title.
From the Publisher:
Expanded coverage on the competition: The second chapter was revised to cover "Global Competitive Analysis". This coverage is important to professors today as they wish to train their students to analyze the competition and to teach the importance of a good competitive strategy.
Expanded coverage of Segmentation: Chapter 11 focuses on "Global Segmentation and Positioning'. This coverage was added based on user and reviewer feedback.
Expanded coverage of Global Branding: Global Branding was added to the Chapter 12 discussion of "Global Products and Services'. Again, this coverage was added based on reviewer feedback. Professor's today would like their students to recognize the impact of global branding.
Expanded coverage of the Internet: The last chapter on the Future of Global Marketing now focuses on the global aspects of the Internet and electronic commerce. The new title is "The Internet and the Future of Global Marketing."
Three chapters on Local Marketing Abroad: The country-specific "Local Marketing Abroad" chapters have been increased from 2 to 3 based on reviews and requests from users. This part of the text has proved especially successful in undergraduate classes. Our coverage of local marketing is another distinct feature of GLOBAL MARKETING. Johansson spends quality time discussing the advantages of building a strong local marketing strategy.
Early coverage of globalization: Based on reviewer feedback, the first chapter now introduces globalization immediately. Since globalization is the central theme for this text, it made sense to our adopters to introduce the theme early so that the reader can put everything else into this perspective.
The book still offers a 3-pronged organization focusing on foreign entry, local marketing, and global management.
The cases have been updated and some longer cases have been added. The currency of the cases and the variety in length will help customers to use this book at all levels.
Many of the popular vignettes and boxed inserts are new or have been updated.
Expanded coverage of Segmentation: Chapter 11 focuses on "Global Segmentation and Positioning'. This coverage was added based on user and reviewer feedback.
Expanded coverage of Global Branding: Global Branding was added to the Chapter 12 discussion of "Global Products and Services'. Again, this coverage was added based on reviewer feedback. Professor's today would like their students to recognize the impact of global branding.
Expanded coverage of the Internet: The last chapter on the Future of Global Marketing now focuses on the global aspects of the Internet and electronic commerce. The new title is "The Internet and the Future of Global Marketing."
Three chapters on Local Marketing Abroad: The country-specific "Local Marketing Abroad" chapters have been increased from 2 to 3 based on reviews and requests from users. This part of the text has proved especially successful in undergraduate classes. Our coverage of local marketing is another distinct feature of GLOBAL MARKETING. Johansson spends quality time discussing the advantages of building a strong local marketing strategy.
Early coverage of globalization: Based on reviewer feedback, the first chapter now introduces globalization immediately. Since globalization is the central theme for this text, it made sense to our adopters to introduce the theme early so that the reader can put everything else into this perspective.
The book still offers a 3-pronged organization focusing on foreign entry, local marketing, and global management.
The cases have been updated and some longer cases have been added. The currency of the cases and the variety in length will help customers to use this book at all levels.
Many of the popular vignettes and boxed inserts are new or have been updated.
"About this title" may belong to another edition of this title.
- PublisherMcGraw-Hill Education (ISE Editions)
- Publication date1999
- ISBN 10 007116961X
- ISBN 13 9780071169615
- BindingPaperback
- Edition number2
- Number of pages672
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Global Marketing - Foreign Entry, Local Marketing And Global Management
Published by
McGraw-Hill Education (ISE Editions)
(1999)
ISBN 10: 007116961X
ISBN 13: 9780071169615
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Global Marketing - Foreign Entry, Local Marketing And Global Management
Published by
McGraw-Hill Education (ISE Editions)
(1999)
ISBN 10: 007116961X
ISBN 13: 9780071169615
New
Softcover
Quantity: 1
Seller:
Rating
Book Description Condition: New. Brand New Original US Edition. Customer service! Satisfaction Guaranteed. This item may ship from the US or our Overseas warehouse depending on your location and stock availability. We Ship to PO BOX Location also. Seller Inventory # ABRR-273618
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