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.

Global Marketing: Foreign Entry, Local Marketing and Global Management

Business & Money

Johny K. Johansson

Marketing & Sales

McGraw-Hill Medical Publishing

Germany had never heard of Lexus when suddenly the Japanese car had outsold Mercedes in Germany's own market. How did Lexus do it? The authors illustrate what is unique about the way the Japanese think about marketing, what sellers and buyers roles are, what customer satisfaction means, what a long-term relationship involves and what is most important in person-to-person selling. They also provide detailed analysis of how the Japanese design market-based products, do market research, set prices, advertise and construct channels of distribution. Ideal for companies competing with Japanese companies both here and in Japan Illustrates what is unique about the Japanese approach to marketing

Relentless: The Japanese Way of Marketing

Butterworth-Heinemann

See the best price to sell, buy, or rent books by Johny K. Johansson. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Johny K. Johansson

See the best price to sell, buy, or rent books by Johny K. Johansson. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Global Marketing: Foreign Entry, Local Marketing and Global Management

Relentless: The Japanese Way of Marketing