Global marketing : foreign entry, local marketing & global management / Johny K. Johansson.

By:

Johansson, Johny K

Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston : McGraw-Hill Irwin, c2006.Edition: 4th edDescription: xvi, 647 p. : ill. ; 29 cmISBN:

9780072961805

Subject(s):

DDC classification:

658.84 JOH

Online resources:

Contents:

The global marketing job Theoretical foundations Cultural foundations Country attractiveness Export expansion Licensing, strategic alliances, FDI Understanding local customers Local marketing in mature markets Local marketing in new growth markets Local marketing in emerging markets Global segmentation and positioning Global products Global services Global pricing Global distribution Global advertising Global promotion, E-commerce, and personal selling Organizing for global marketing Appendix. Global marketing planning

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.84 JOH (Browse shelf(Opens below))	1	Available		0069110

Total holds: 0

Includes bibliographical references and index.

The global marketing job
Theoretical foundations
Cultural foundations
Country attractiveness
Export expansion
Licensing, strategic alliances, FDI
Understanding local customers
Local marketing in mature markets
Local marketing in new growth markets
Local marketing in emerging markets
Global segmentation and positioning
Global products
Global services
Global pricing
Global distribution
Global advertising
Global promotion, E-commerce, and personal selling
Organizing for global marketing
Appendix. Global marketing planning

eng.

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