Global Marketing: Foreign Entry, Local Marketing, and Global Management » (5th Edition)

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 global context.

Part I: Fundamentals

Chapter 1: The Global Marketing Task

Chapter 2: Theoretical Foundations

Chapter 3: Cultural Foundations

Part II: Foreign Entry

Chapter 4: Country Attractiveness

Chapter 5: Export Expansion

Chapter 6: Licensing, Strategic Alliances, FDI

Part III: Local Marketing

Chapter 7: Understanding Local Customers

Chapter 8: Local Marketing in Mature Markets

Chapter 9: Local Marketing in New Growth Markets

Chapter 10: Local Marketing in Emerging Markets

Part IV: Global Management

Chapter 11: Global Marketing Strategy

Chapter 12 Global Products and Services

Chapter 13: Global Branding

Chapter 14: Global Pricing

Chapter 15: Global Distribution

Chapter 16: Global Advertising

Chapter 17: Global Promotion, E-Commerce, and Personal Selling

Chapter 18: Organizing for Global Marketing