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CAIRO BOOKS's Description
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