Global Marketing: Foreign Entry, Local Marketing, and Global Management
Author: Johny K. Johansson
List Price: $132.10
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ISBN: 0072471484
Publisher: McGraw-Hill/Irwin (26 July, 2002)
Sales Rank: 802,669
Average Customer Rating: 1 out of 5
Customer Reviews
Rating: 1 out of 5
Horrible ! not for beginners.
This is an example where some academics should not be writers, a good marketer does not make a good writer or teacher.
The author writes in a very hard-to-understand language, Im not saying this just because my native language is not english - my english speaking friends have expressed the same experience with this book.
You get the feeling the author is purposely trying to use as many uneccesarily elaborate words and expressions to show off his academic status, and he takes little time to explain things clearly and rushes by at high speed.
This book is not for beginners of marketing! It would be more useful as refresher material for those with prior knowledge, or as a refference source.For beginners I would recommend either books by;
Masaaki Kotabe 'Global Marketing Management' or
Warren J. Keegan 'Global Marketing Management'.
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