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Global Marketing Foreign Entry Local Marketing and Global Management 5th Edition by Johny Johansson 0073381012 9780073381015

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Global Marketing Foreign Entry Local Marketing and Global Management 5th Edition Johny K. Johansson Digital Instant Download

Author(s): Johny K. Johansson
ISBN(s): 9780073381015, 0073381012
Edition: 5th
File Details: PDF, 13.12 MB
Year: 2008
Language: english
SKU: EB-2453126 Category: Tag:

Global Marketing Foreign Entry Local Marketing and Global Management 5th Edition by Johny Johansson – Ebook PDF Instant Download/Delivery: 0073381012, 9780073381015

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Product details:

ISBN 10: 0073381012

ISBN 13: 9780073381015

Author: Johny K. Johansson

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. The recognition of the three roles helps dispel the notion that “there is no such thing as international global marketing, only marketing. Much of the excellent research and tried-and-true teaching material that global marketers in business and academe have contributed over the years is reflected in the chapters and in several cases that can be found at the end of each major section. The authors have focused on material that is timely and up-to-date, and relevant to the global context.

Table of contents:

PART ONE FUNDAMENTALS
1 The Global Marketing Task
2 Theoretical Foundations
3 Cultural Foundations
CASE 1-1: IKEA’s Global Strategy: Furnishing the World
CASE 1-2: Globalization Headaches at Whirlpool

PART TWO FOREIGN ENTRY
4 Country Attractiveness
5 Export Expansion
6 Licensing, Strategic Alliances, FDI
CASE 2-1: Toys “R” Us Goes to Japan
CASE 2-2: Illycaffe (A): Internationalization
CASE 2-3: Illycaffe (B): The Starbucks Threat
CASE 2-4: AOL: International Expansion

PART THREE LOCAL MARKETING
7 Understanding Local Customers
8 Local Marketing in Mature Markets
9 Local Marketing in New Growth Markets
10 Local Marketing in Emerging Markets
CASE 3-1: P&G’s Pert Plus: A Pan-European Brand?
CASE 3-2: Levi Strauss Japan K.K.: Selling Jeans in Japan
CASE 3-3: Colgate-Palmolive: Cleopatra in Quebec?

PART FOUR GLOBAL MANAGEMENT
11 Global Marketing Strategy
12 Global Products and Services
13 Global Branding
14 Global Pricing
15 Global Distribution
16 Global Advertising
17 Global Promotion, E-Commerce, and Personal Selling
18 Organizing for Global Marketing
CASE 4-1: Banyan Tree Hotels and Resorts: Building an International Brand from an Asian Base
CASE 4-2: Texas Instruments: Global Pricing in the Semiconductor Industry
CASE 4-3: United Colors of Benetton
CASE 4-4: Cathay Pacific Airways: China or the World?
CASE 4-5: Hewlett-Packard’s Global Account Management

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Tags: Johny Johansson, Marketing, Foreign, Marketing