This book uses 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 the domestic market to how to develop a new product for specific local markets. The scope is then broadened, with discussion of marketing and management topics from a global managerial ...
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This book uses 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 the domestic market to how to develop a new product for specific local markets. The scope is then broadened, with discussion of marketing and management topics from a global managerial perspective. Legal, regulatory, political and cultural issues are discussed as appropriate throughout the text. Strong examples and cases, many of which are drawn from the author's rich international experience, help students move from concept to application.
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Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 1500grams, ISBN: 9780071195638.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. With usual stamps and markings, In fair condition, suitable as a study copy. No dust jacket. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 1700grams, ISBN: 9780071195638.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
This is an ex-library book and may have the usual library/used-book markings inside. This book has hardback covers. Clean from markings. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item, 1700grams, ISBN: 9780071195638.
