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Global marketing foreign entry, local marketing & global management Johny K. Johansson.
Series McGraw-Hill/ Irwin series in marketingDetalles de publicación: New York, N.Y. McGraw-Hill/Irwin c2003.Edición: 3rd edDescripción: xviii, 654 p. ill. 28 cmISBN:- 0072471484 (alk. paper)
- 0071195637 (International : alk. paper)
- 658.848 J652g3 21
- HF1416 .J63 2003
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| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Mons. Iñaki Mallona (Arecibo) Colección General ab | 658.848 J652g3 (Navegar estantería(Abre debajo)) | Disponible | 60000010024401 |
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Descripciones mejoradas de Syndetics:
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 p
Includes bibliographical references and indexes.
Tabla de contenidos provista por Syndetics
- Part I Fundamentals
- Chapter 1 Globalizing Marketing
- Chapter 2 Theoretical Foundations
- Chapter 3 Cultural Foundations
- Part II Foreign Entry
- Chapter 4 Researching Country Attractiveness
- Chapter 5 Export Expansion
- Chapter 6 Licensing, Strategic Alliances, FDI
- Part III Local Marketing
- Chapter 7 Localizing Marketing Basics, Segmentation and Positioning
- 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 Products
- Chapter 12 Global Services
- Chapter 13 Global Pricing
- Chapter 14 Global Distribution
- Chapter 15 Global Advertising
- Chapter 16 Global Promotion, Direct Marketing, and Personal Selling
- Chapter 17 Organizing for Global Marketing
- Appendix: Global Marketing Planning