Global Marketing: Foreign Entry, Local Marketing, and Global Management (McGraw-Hill/Irwin Series in Marketing)

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Binding: Hardcover Dewey Decimal Number: 658.84 EAN: 9780072961805 ISBN: 0072961805 Label: McGraw-Hill/Irwin Number Of Items: 1 Number Of Pages: 664 Publication Date: 2005-04-07 Publisher: McGraw-Hill/Irwin Studio: McGraw-Hill/Irwin
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Spotlight customer reviews: Customer Rating: Summary: Good condition Comment: Received item in a good condition and made special provisions to send it faster due to my constraints. Customer Rating: Summary: Ripping you off Comment: This is book is what in marketing they call the rip-off strategy. Chances are you're not going to pay this outrageous price for such a boring book unless you are forced to for a class, as was my case. It's bad enough that the publisher has jacked up the price into the stratosphere, but to rub it in with black and white pictures is just wrong. Shame on McGraw Hill. Shame on the author. Shame on everyone involved in the selling of this book, including Amazon. Then there's the content of the book. And even by marketing standards (this is my 4th marketing class) it's outrageously bland and dull.
Editorial Reviews: Customer Rating: Summary: Good condition Comment: Received item in a good condition and made special provisions to send it faster due to my constraints. Customer Rating: Summary: Ripping you off Comment: This is book is what in marketing they call the rip-off strategy. Chances are you're not going to pay this outrageous price for such a boring book unless you are forced to for a class, as was my case. It's bad enough that the publisher has jacked up the price into the stratosphere, but to rub it in with black and white pictures is just wrong. Shame on McGraw Hill. Shame on the author. Shame on everyone involved in the selling of this book, including Amazon. Then there's the content of the book. And even by marketing standards (this is my 4th marketing class) it's outrageously bland and dull. Johansson�s Global Marketing, 4/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. 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. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses..

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