Global marketing : foreign entry, local marketing, & global management
著者
書誌事項
Global marketing : foreign entry, local marketing, & global management
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irwin, c2006
4th ed
- : [hbk]
- タイトル別名
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Global marketing : foreign entry, local marketing, and global management
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注記
Includes bibliographical references and indexes
内容説明・目次
- 巻冊次
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ISBN 9780071244541
内容説明
Johansson's Global Marketing, 4/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. 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 author's rich international experience, help students move from concept to application. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses.
目次
Part I: Fundamentals Chapter 1: The Global Marketing Job Chapter 2: Theoretical Foundations Chapter 3: Cultural FoundationsPart II: Foreign Entry Chapter 4: Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDIPart III: Local Marketing Chapter 7: Understanding Local Buyers Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging MarketsPart IV: Global Management Chapter 11: Global Segmentation and Positioning Chapter 12 Global Products Chapter 13: Global Services Chapter 14: Global Pricing Chapter 15: Global Distribution Chapter 16: Global Advertising Chapter 17: Global Promotion, E-Commerce, and Personal Selling Chapter 18: Organizing for Global MarketingAppendix: Global Marketing Planning
- 巻冊次
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: [hbk] ISBN 9780072961805
内容説明
"Johansson's Global Marketing, 4/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. 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 author's rich international experience, help students move from concept to application. Most international marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters.
The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses.
目次
Part I: Fundamentals Chapter 1: The Global Marketing Job Chapter 2: Theoretical Foundations Chapter 3: Cultural Foundations Part II: Foreign Entry Chapter 4: Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDI Part III: Local Marketing Chapter 7: Understanding Local Buyers Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging Markets Part IV: Global Management Chapter 11: Global Segmentation and Positioning Chapter 12 Global Products Chapter 13: Global Services Chapter 14: Global Pricing Chapter 15: Global Distribution Chapter 16: Global Advertising Chapter 17: Global Promotion, E-Commerce, and Personal Selling Chapter 18: Organizing for Global Marketing Appendix: Global Marketing Planning
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