The New Global Marketing

Local Adaptation for Sustainability and Profit (Second Edition)
Written by Johny K. Johansson and Michael T. Furick with Contributed Case Studies
Paperback, 578 pages
ISBN: 978-1-5165-2707-6 ©2018
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The New Global Marketing

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    Cognella Active Learning is available with this title

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    is available with this title.
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    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.

    Johny K. Johansson is professor emeritus in the McDonough School of Business at Georgetown University. An expert in international marketing strategy, he has published over seventy articles and book chapters, and spoken at conferences and universities around the world. His most recent book, co-authored with Kurt Carlson, is Contemporary Brand Management.
    Michael T. Furick is a former data processing and information technology professional and is now an assistant professor of marketing at Georgia Gwinnett College where he teaches international marketing. He has worked in the United States and abroad helping companies develop, implement, and adjust market strategies to achieve both short and long-term objectives.
    Other Cognella titles by Johny K. Johansson:

    Other Cognella titles by Michael T. Furick:

    Textbook with Active Learning code ISBN: 978-1-5165-4621-3
    Active Learning ISBN: 978-1-5165-2808-0

    Cognella Active Learning is available for this title! Adopting instructors can provide students with dynamic online learning activities that reinforce key concepts from the text, provide engaging educational experiences, support various learning styles, and make coursework fun. Please note: students must purchase the Cognella Active Learning component to access the course activities online.

    Cognella Active Learning activities for this title include:

    • 50 unique team challenges that encourage students to team up, think critically, and answer questions as a group about various topics explored in the text, including global diversification/ownership, the importance of company culture, the development of marketing plans for a product, micro- and macro- segmentation of sales and marketing data, and more
    • 50 individual discussion prompts—ranging in topic from digital global marketing to the Five Forces Model, foreign direct investment to customer assessment of a service provider—that instructors can assign to students as homework
    • 14 PowerPoint presentations, one for each Cognella Active Learning module, that students can use to review key concepts and learnings
    • 14 decks of digital flashcards, one for each module, to help students learn and drill key terminology
    • 14 quizzes, one for each learning module, totaling 140 questions
    • 6 exams, featuring 300 individual questions, which instructors can use throughout the term to test student retention on an ongoing basis or as mid-term and final exams
    See a preview of the content

    To see a full demo, please email us and one of our adoption specialists will follow up with you.
    Adopting instructors will receive 14 PowerPoint presentations that feature more than 40 video links; an instructor’s manual that contains a sample course outline, chapter-by-chapter teaching notes, and more; and a test bank composed of over 900 individual questions and 39 unique question sets. Exams can be customized with random question selection for each student or based on the more than 20 cases in the text.