Global Marketing(5th Edition)
Authors:
Johny K Johansson
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Book details
ISBN: 0073381012, 9780073381015
Book publisher: McGraw-Hill/Irwin
Book Price $0 : Johny K. Johansson's 'Global Marketing, 5th Edition,' presents a comprehensive exploration into the dynamic and ever-evolving world of global marketing strategies. It delves into critical aspects of how businesses can thrive in international contexts by leveraging effective marketing practices. Central to the book is the analysis of diverse marketing environments, with a focus on cultural, economic, and political factors that influence marketing decisions across borders. The absence of traditional characters is filled with real-world case studies and examples illustrating successful global marketing strategies. These cases are deftly woven into the chapters, which act like a detailed solution manual, effectively guiding readers through complex scenarios and strategic dilemmas. The answer key to understanding this global landscape lies in the detailed methodologies discussed, such as the PEST analysis and SWOT framework, which form the crux of strategic marketing planning. Additionally, Johansson's engaging style extends to the well-structured table of content, offering a roadmap through the multitude of concepts designed to enhance understanding of market entry modes, global branding strategies, and digital marketing's influence on consumer behavior. The book has been well-received for its insightful coverage and practical approach, making it essential for students and professionals alike in the field of international business.
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