The New Global Marketing
| By: | Written by Johny K. Johansson and Michael T. Furick with Contributed Case Studies |
| Publisher: | Cognella, Inc. - Books |
| Print ISBN: | 9781516527076 |
| eText ISBN: | 9781516562336 |
| Edition: | 2 |
| Copyright: | 2018 |
| Format: | Page Fidelity |
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Featuring more than 20 original case studies, this text is an excellent introduction to what it really takes to succeed as a global marketer. It discusses the ways marketing managers can assess the potential for global expansion and help their firms capitalize on opportunities. 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.