000			03109cam a2200361 i 4500
999			_c3040 _d3040
001			15439666
003			OSt
005			20190512131623.0
008			080905s2009 maua b 001 0 eng
020			_a9780073381015 (alk. paper)
020			_a0073381012 (alk. paper)
020			_a0071263624
020			_a9780071263627
040			_aDLC _cDLC _dBTCTA _dBAKER _dC#P _dBWX _dDLC _erda
082	0	0	_a658.84 _222 _bJ.J.G
100	1		_aJohansson, Johny K. _912225 _eauthor
245	1	0	_aGlobal marketing : _bforeign entry, local marketing, & global management / _cJohny K. Johansson.
250			_aFifth edition
260			_aBoston : _bMcGraw-Hill Irwin, _cc2009.
300			_axix, 662 pages : _billustrations ; _c29 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references and indexes.
505		8	_aPart I: FundamentalsChapter 1: The Global Marketing TaskChapter 2: Theoretical FoundationsChapter 3: Cultural Foundations Part II: Foreign EntryChapter 4: Country AttractivenessChapter 5: Export ExpansionChapter 6: Licensing, Strategic Alliances, FDI Part III: Local MarketingChapter 7: Understanding Local CustomersChapter 8: Local Marketing in Mature MarketsChapter 9: Local Marketing in New Growth MarketsChapter 10: Local Marketing in Emerging Markets Part IV: Global ManagementChapter 11: Global Marketing Strategy Chapter 12 Global Products and ServicesChapter 13: Global Branding Chapter 14: Global PricingChapter 15: Global DistributionChapter 16: Global AdvertisingChapter 17: Global Promotion, E-Commerce, and Personal SellingChapter 18: Organizing for Global Marketing
520			_aJohansson’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.
650		0	_aExport marketing. _912226
650		0	_aExport marketing _xManagement. _912227
856			_3Abstract _uhttp://repository.fue.edu.eg/xmlui/handle/123456789/4281
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cTB