The New Global Marketing: Local Adaptation for Sustainability and Profit

by Michael T. Furick and Johny K. Johansson

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 1516527070
• ISBN13: 9781516527076
• Release Date: December 2017
• Publisher: Cognella Academic Publishing
• Length: 580 Pages
• Weight: 3.00 lbs.
• Dimensions: 1.2" x 8.5" x 11.0"