TY  - GEN
AU  - Johansson,Johny K.
TI  - Global marketing: foreign entry, local marketing &  global management 
T2  - The mcgraw-hill/irwin series in marketing
SN  - 0071195637
U1  - 658.848 
PY  - 2002///
CY  - [S.l.]
PB  - Irwin/McGraw-Hill
N1  - Hardcover
N2  - "Global Marketing 3rd Edition" 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 progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets, and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author's rich international experience help students move from concept to application
UR  - http://www.amazon.com/exec/obidos/ASIN/0071195637/chopaconline-20
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=0071195637
ER  -