Johny Johansson, "Global Marketing: Foreign Entry, Local Marketing, and Global Management"
English | 2008 | ISBN: 0073381012 | 672 pages | PDF | 13,1 MB
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.