Global Marketing or Carolingian Economy

Global Marketing: Foreign Entry, Local Marketing, and Global Management

Author: Johny K Johansson

Global Marketing 3e 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. The discussion progresses from how to market an existing product outside of the domestic market to how to develop a new product for specific local markets and then broadens the scope to discuss marketing and management topics from a global managerial perspective. Legal, regulatory, political, and cultural, issues are discussed as appropriate throughout the text. Excellent examples and cases, many of which are drawn from the author's rich international experience help students move from concept to application.

Table of Contents:

Part I: Fundamentals Chapter 1: Globalizing Marketing Chapter 2: Theoretical Foundations Chapter 3: Cultural Foundations Part II: Foreign Entry Chapter 4: Researching Country Attractiveness Chapter 5: Export Expansion Chapter 6: Licensing, Strategic Alliances, FDI Part III: Local Marketing Chapter 7: Localizing Marketing Basics, Segmentation and Positioning Chapter 8: Local Marketing in Mature Markets Chapter 9: Local Marketing in New Growth Markets Chapter 10: Local Marketing in Emerging Markets Part IV: Global Management Chapter 11: Global Products Chapter 12: Global Services Chapter 13: Global Pricing Chapter 14: Global Distribution Chapter 15: Global Advertising Chapter 16: Global Promotion, Direct Marketing, and Personal Selling Chapter 17: Organizing for Global Marketing Appendix: Global Marketing Planning

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Carolingian Economy

Author: Adriaan Verhulst

The economy of the Carolingian empire (753-877), extended from the Pyrenees and the northern shores of the Mediterranean to the North Sea, and from the Atlantic coast to the Elbe and Saale rivers. Aspects of land and people, agrarian production and technique, craft and industry, and regional and international commerce are analyzed, and the Carolingian economy is reassessed in a European context.