Global Marketing Foreign Entry Local Marketing And Global Management
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| Author | : Johny Johansson |
| Publisher | : McGraw-Hill/Irwin |
| Total Pages | : 0 |
| Release | : 2005-04-07 |
| Genre | : Business & Economics |
| ISBN | : 9780072961805 |
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.
| Author | : Johny K. Johansson |
| Publisher | : |
| Total Pages | : 252 |
| Release | : 1999-09 |
| Genre | : Export marketing |
| ISBN | : 9780073658643 |
| Author | : Johny K. Johansson |
| Publisher | : McGraw-Hill/Irwin |
| Total Pages | : 696 |
| Release | : 2008-11-03 |
| Genre | : Business & Economics |
| ISBN | : |
Johanssons 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. 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 authors rich international experience, help students move from concept to application.
| Author | : Barton A Weitz |
| Publisher | : SAGE |
| Total Pages | : 618 |
| Release | : 2006-08-11 |
| Genre | : Business & Economics |
| ISBN | : 9781412921206 |
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
| Author | : Johny K. Johansson |
| Publisher | : |
| Total Pages | : 408 |
| Release | : 2003 |
| Genre | : Export marketing |
| ISBN | : |
| Author | : Johny Johansson |
| Publisher | : Cognella Academic Publishing |
| Total Pages | : |
| Release | : 2016-01-13 |
| Genre | : |
| ISBN | : 9781516502806 |
The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of the "triple" bottom line - environmental sustainability, social fairness, and financial performance. Students also learn about bottom-of-the-pyramid markets, the role of digital global marketing, and the importance of adapting to international political, social, and environmental pressures. Featuring more than twenty original case studies, The New Global Marketing is an excellent introduction to what it really takes to succeed as a global marketer. Written for students with some marketing education and exposure to international business, the book is ideally suited to upper-level business courses and M.B.A. programs.
| Author | : Bodo B. Schlegelmilch |
| Publisher | : Springer Nature |
| Total Pages | : 440 |
| Release | : 2022-02-16 |
| Genre | : Business & Economics |
| ISBN | : 3030906655 |
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master’s programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, and examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures and managing the relationship between national subsidiaries, regional headquarters, and global headquarters, as well as corporate social responsibility challenges and pertinent future trends that are likely to affect global business. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions
| Author | : Carlyle Farrell |
| Publisher | : SAGE |
| Total Pages | : 361 |
| Release | : 2015-09-10 |
| Genre | : Business & Economics |
| ISBN | : 1473910897 |
This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin America. These emerging markets are given balanced coverage alongside developed markets and the text also includes a dedicated chapter on emerging markets multinationals. Practical in its orientation, the text equips students with the tools needed to make strategic marketing decisions and find solutions in a global business environment. Key features include: A full-colour text design with photos to help bring the content to life and enhance students′ learning ′Spotlight on Research’ and ‘Expand Your Knowledge’, introducing students to some of the seminal scholarly research undertaken in the field ′Real World Challenges’ offering additional engaging practice-led examples to Case Studies in chapters and providing a scenario for students to analyse and reflect upon via questions A companion website (https://study.sagepub.com/farrell) offering a range of instructor and student support materials including PowerPoint slides, a testbank for instructors and quizzes for students
| Author | : Kiefer Lee |
| Publisher | : Oxford University Press, USA |
| Total Pages | : 628 |
| Release | : 2005 |
| Genre | : Business & Economics |
| ISBN | : |
Providing coverage of the issues which define marketing in the world today, this title covers long-standing topics, integrates and draws on new and existing theoretical insights from other management disciplines including services marketing, knowledge management, relationship marketing, e-commerce and e-business and corporate social responsibility.
| Author | : Nejdet Delener |
| Publisher | : Bloomsbury Publishing USA |
| Total Pages | : 233 |
| Release | : 1999-09-30 |
| Genre | : Business & Economics |
| ISBN | : 0313004366 |
Cross-border investments and cooperative business ventures are driving the global economy on an unprecedented scale. Business professionals and policy makers must be aware of the potential of trading blocs as a competitive weapon given the rising importance of multinational trade. The coming years promise to be the era of the Trade Pact Wars as Canada's recently announced trade talks with Chile, Germany's push for closer trans-Atlantic ties with the United States, and ASEAN efforts to promote intraregional trade all test the fledgling World Trade Organization in its role as the watchdog of global trade. Delener examines the rationale for international trading blocs and free trade with a focus on the implications for strategic planning of firms and national industry sectors. He looks at the development and conditions of the major existing regional trading blocs and discusses issues that will impact those who do business within them. NAFTA, the European Union, South American trading blocs, and efforts in Asia and Africa are all examined in detail. Strategic planning, anti-dumping issues, and global standards are also considered. The book provides professionals, researchers, and students with a firm grasp of the issues of central importance to strategic planning in global corporations and multinational trading blocs. Those who fail to grasp the significance of multinational trading blocs will face tough times while those who plan for it will see their nations and businesses thrive and prosper.
