Global marketing : foreign entry, local marketing & global management

Author:

Johansson, Johny K.

Place:

New York

Publisher:

McGraw-Hill/Irwin

Phys descriptions:

xviii, 654 p. : ill. ; 28 cm.

Date published:

2003

Record type:

Book/Monograph

Subject:

EXPORT MARKETING.

EXPORT MARKETING -- MANAGEMENT.

INTERNATIONAL MARKETING.

ISBN:

0-07-247148-4

Call No:

658.8 JOH

Abstract:

Utilizes a three-pronged framework to organize the discussion of how to conduct global business: foreign entry, local marketing, and global management. The discussion in this work progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets.

Language:

English

Series:

McGraw-Hill/Irwin series in marketing.

CITATION: Johansson, Johny K.. Global marketing : foreign entry, local marketing & global management . New York : McGraw-Hill/Irwin , 2003. - Available at: https://library.au.int/global-marketing-foreign-entry-local-marketing-global-management-5