The New Global Marketing: Local Adaptation for Sustainability and Profit

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, also available in a Chinese translation.

Michael T. Furick has worked as a data processing and information technology executive, as an assistant professor of international marketing at Georgia Gwinnett College, and as a faculty member at Mercer University Atlanta. 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.