| 000 | 01620 a2200229 4500 | ||
|---|---|---|---|
| 020 | _a0071195637 | ||
| 020 | _a9780071195638 | ||
| 082 | 0 | 4 | _a658.848 |
| 090 |
_c943 _d943 |
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| 100 | 1 | _aJohansson, Johny K. | |
| 245 | 1 | 0 |
_aGlobal marketing : _bforeign entry, local marketing & global management / _cJohny K. Johansson. |
| 250 | _a3nd ed. | ||
| 260 |
_a[S.l.] : _bIrwin/McGraw-Hill, _c2002. |
||
| 300 |
_a654 p. ; _c28 cm. |
||
| 490 | 1 | _aThe mcgraw-hill/irwin series in marketing. | |
| 500 | _aHardcover. | ||
| 520 | _a"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. | ||
| 830 | 4 | _aThe mcgraw-hill/irwin series in marketing. | |
| 856 | 4 | 0 |
_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0071195637/chopaconline-20 |
| 856 | 4 | 0 |
_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=0071195637 |
| 942 |
_aNBS _cBK _k658.848 JOH |
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| 999 |
_c343486 _d343486 |
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