The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths ...
Read More
The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. The book explores which companies and products should expand internationally, what countries offer the best opportunities, and which marketing plan will lead each product or company to success. The material adapts well-established frameworks to demonstrate how the global marketer can assess company strengths and weaknesses and analyze opportunities and risks in foreign markets. It discusses the proper balance between standardization and localization, and addresses the importance of the "triple" bottom line - environmental sustainability, social fairness, and financial performance. Students also learn about bottom-of-the-pyramid markets, the role of digital global marketing, and the importance of adapting to international political, social, and environmental pressures. Featuring more than twenty original case studies, The New Global Marketing is an excellent introduction to what it really takes to succeed as a global marketer. Written for students with some marketing education and exposure to international business, the book is ideally suited to upper-level business courses and M.B.A. programs. Johny K. Johansson is professor emeritus in the McDonough School of Business at Georgetown University. An expert in international marketing strategy, he has published over seventy articles and book chapters, and spoken at conferences and universities around the world. His most recent book, co-authored with Kurt Carlson, is Contemporary Brand Management , also available in a Chinese translation. Michael T. Furick has worked as a data processing and information technology executive, as an assistant professor of international marketing at Georgia Gwinnett College, and as a faculty member at Mercer University Atlanta. He has worked in the United States and abroad helping companies develop, implement, and adjust market strategies to achieve both short and long-term objectives.
Read Less
Add this copy of The New Global Marketing: Local Adaptation for to cart. $14.98, very good condition, Sold by Books From California rated 4.0 out of 5 stars, ships from Simi Valley, CA, UNITED STATES, published 2017 by Cognella Academic Publishing.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $15.13, good condition, Sold by ThriftBooks-Dallas rated 5.0 out of 5 stars, ships from Dallas, TX, UNITED STATES, published 2017 by Cognella Academic Publishing.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $15.28, good condition, Sold by ThriftBooks-Reno rated 5.0 out of 5 stars, ships from Reno, NV, UNITED STATES, published 2017 by Cognella Academic Publishing.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $17.23, good condition, Sold by BooksRun rated 4.0 out of 5 stars, ships from Philadelphia, PA, UNITED STATES, published 2017 by Cognella Academic Publishing.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $23.35, like new condition, Sold by One Planet Books rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2017 by Cognella Academic Publishing.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Like New. Ships in a BOX from Central Missouri! Like Brand NEW. No tears, highlighting or writing because it's never been used! May have minor shelf wear. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).
Add this copy of The New Global Marketing: Local Adaptation for to cart. $23.35, good condition, Sold by One Planet Books rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2017 by Cognella Academic Publishing.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing and/or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes).
Add this copy of The New Global Marketing: Local Adaptation for to cart. $25.00, good condition, Sold by Bulrushed Books rated 5.0 out of 5 stars, ships from Moscow, ID, UNITED STATES, published 2016 by Cognella Academic Publishing.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $27.79, new condition, Sold by SurplusTextSeller rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2017 by Cognella Academic Publishing.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $27.79, good condition, Sold by SurplusTextSeller rated 5.0 out of 5 stars, ships from Columbia, MO, UNITED STATES, published 2017 by Cognella Academic Publishing.
Choose your shipping method in Checkout. Costs may vary based on destination.
Seller's Description:
Good. Ships same day or next business day! UPS shipping available (Priority Mail for AK/HI/APO/PO Boxes). Used sticker and some writing and/or highlighting. Used books may not include working access code or dust jacket.
Add this copy of The New Global Marketing: Local Adaptation for to cart. $29.16, good condition, Sold by FirstClassBooks rated 4.0 out of 5 stars, ships from Little Rock, AR, UNITED STATES, published 2016 by Cognella Academic Publishing.
