The New Global Marketing : Local Adaptation for Sustainability and Profit

Description

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.

Details

Author(s)
Johny K. Johansson, Michael T. Furick
Format
Paperback | 578 pages
Dimensions
152 x 229 x 29.72mm | 1,324.49g
Publication date
28 Feb 2018
Publisher
Cognella, Inc
Publication City/Country
San Diego, United States
Language
English
Edition
Revised
Edition statement
2nd Revised edition
ISBN10
1516527070
ISBN13
9781516527076

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