Johny Johansson: Global Marketing: Foreign Entry, Local Marketing and Global Management
Скачать книгу (размер 3 421 Kb , формат fb2, страниц 672) Аннотация: 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…