This textbook introduces students to the important concepts of global marketing today, and their managerial implications. Designed to be shorter than many other textbooks, Global Marketing focuses on getting to the point faster. Increasingly, marketing activities must be integrated at a global level. Yet, the enduring influence of culture requires marketers to adapt local strategies in light of cultural differences. Global Marketing takes a similar strategic approach, recognizing the need to address both the forces of globalization and those of localization. Other key features include: Coverage of often overlooked topics, such as the competitive rise of China’s state-owned enterprises; the importance of diasporas as target markets; and the emerging threat to legitimate marketers from transnational criminal organizations A chapter dedicated to understanding global and local competitors, setting the stage for ongoing discussion of both buyers and competitors in an increasingly competitive global marketplace Extensive real-life examples and cases from developed and emerging markets, including insights into the often-overlooked markets of Africa, Latin America, and the Middle East Written in a student-friendly style, previous editions have received praise from both students and instructors. This edition continues to build on this strong foundation, making this the book of choice for students of global marketing classes.
The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the ...
For undergraduate and graduate courses in global marketing The excitement, challenges, and controversies of global marketing. Global Marketing reflects current issues and events while offering conceptual and analytical tools that...
This new textbook introduces students to the essential concepts, theories and perspectives of Global Marketing and these are supported by real-world case studies from North America, Europe and the emerging markets of China, India and Latin ...
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs.
Filled with easy-to-understand strategies and solutions to real-life situations, this is your guide to successful international expansion through global inbound marketing and translation services.
This book will give a high level overview of the planning and organization marketing leaders must address when considering a new country to sell its product in.
The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.
Global Marketing (Supplemental Materials)
The strategic insights provided here are absolutely invaluable. Don’t miss an opportunity to read this book!
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...