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 progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the authorís rich international experience help students move from concept to application.
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Early Coverage of Globalization and Anti-globalization: The first chapter in the book has been reorganized to present an accurate picture of what is happening in the global marketplace without overreacting to events, including coverage of the dark side of global business, especially relevant to recent events in the world.
The Effect of Technology and the Internet on Global Commerce: New coverage is introduced early in the text and then integrated throughout the text where appropriate so students experience how technology affects global marketing.
Increased coverage of Marketing Research and Planning: Students learn how to use secondary data to analyze countries and regions. They also learn how to step through the planning process for the decision about globalizing a particular product or service, and the kind of data needed to make a decision about entry and standardization.
Expanded Chapter: Theoretical Foundations (Ch 2): Focuses on the analysis of firm-specific and country-specific competitive advantages, reasons for going abroad with different modes of entry, and how to strike the necessary balance between internal resources and external market opportunity.
Global Products (Ch 11) and Global Services (Ch 12) Now Separate Chapters: Combined in the last edition, these chapters have been separated to allow for a full exploration of both topics. Johansson addresses the important differences and discusses the skills needed to globally manage standardized products and services, with an emphasis on building strong global brands.
New Appendix: Global Marketing Planning: This Appendix provides a planning tool for global marketing, spelling out the steps involved in deciding whether and how to globalize a product or service. The Appendix can also be used for student projects.
Updated Cases: Cases of varying length, sprinkled throughout the text, help the student apply concepts by studying real companies facing real global marketing issues and problems.
Global Updates Online: Updates to cases and text material will be available at Johansson's Website.
Increased 'Hands-on' Managerial Material: Additional managerial-oriented check-lists, examples, cases, discussion questions, and 'Getting the Picture' boxed problems have been added to provide students with useful tools for operating in the International environment.
3-Pronged Organization: The foreign entry, local marketing, and global management structure helps organize the broad-ranging topics of global marketing. The "foreign entry" part deals in-depth with exporting, strategic alliances and other modes of market entry. In "local marketing" the perspective of the expatriate marketing manager is adopted, and deals with marketing in a number of different regions and countries. Finally, the "global management" part covers the standardization, coordination and localization issues involved in implementing global marketing, including segmentation and positioning strategies, the four Ps and the organizational implications.
Three Chapters on Local Marketing Abroad: The unique "Local Marketing" chapters (7-10) discuss strategies for entering both mature and new growth local markets.
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