Johanssons Global Marketing, 4/e 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 authors rich international experience, help students move from concept to application. Most International Marketing books have 6-7 separate chapters up front that discuss the legal and regulatory, political, and cultural environments before they begin to discuss global market entry. Johansson presumes that the students have a basic appreciation of these environments and begins the market entry discussion after 3 introductory chapters. The orientation of this text is more managerial and less descriptive. This text is used both as the first course in the undergraduate level and in MBA level courses.

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.

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