Global Marketing: Foreign Entry, Local Marketing and Global Management

by Johny K. Johansson

Book Overview

This text focuses on the environment of politics, finance, legal and economic regions of marketing. The text has course versatility with a three-way partition allowing instructors to construct... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0071263624
• ISBN13: 9780071263627
• Release Date: January 2010
• Publisher: McGraw-Hill Medical Publishing
• Length: 672 Pages
• Weight: 0.40 lbs.

Customer Reviews

Global Marketing: Foreign Entry, Local Marketing, and Global Management (Purchased on 03/28/2010) by

It's a fast & efficient service. The book is as per described. Will definitely do more business with the seller.

Good condition

Received item in a good condition and made special provisions to send it faster due to my constraints.

Great Framework, nicely written

I've used this text since the 1st ed., in MBA and Exec.MBA courses in both Europe and the US. The framework (captured by the title)offers a nice progression for both the instructor and students. Johansson's text is nicely written, and reflects his broad world view (A European, a solid academic, and a hands-on consultant to a number of global firms). My students continually give this book high ratings in their course evaluations, which is one important reason for continuing to use this text. The cases are varied in length and complexity, and match up nicely with the different sections of the book. The Instructors Manual with case notes is strong. One knock of the text (and one that applies to all International Marketing texts) is that the global market place is evolving so quickly that some of the materials are outdated within a year or two or the text's publication. An easy solution here is to download current developments from the global press for class discussions. Johansson's textbook has such well written theoretical frameworks, that while the book eventually lags current market practices (as they all do), the explanatory value found in the text still does a strong job in thinking through the issues. This is a solid textbook. One that students keep, and one that is structured for a variety of teaching approaches.

Excellent Text. I Enjoy Teaching It!

I have been teaching this book for many years at the University of Maryland, ... I am both practitioner and academic. I had other text choices but I did select this book. What attracts me the most - clear foundation: foreign entry, local marketing, and global management. It makes the challenge reachable. Each edition makes book stronger and more interesting. It is work in progress. I watch the reaction of the diverse population of my undergraduate students. They accept the book, and enjoy the travel around the world with marketing in mind. ...