The marketing challenge of 1992:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Reading, Mass. u.a.
Addison-Wesley
1990
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | IX, 390 S. graph. Darst. |
| ISBN: | 0201515628 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV004279436 | ||
| 003 | DE-604 | ||
| 005 | 20170327 | ||
| 007 | t | ||
| 008 | 910313s1990 d||| |||| 00||| eng d | ||
| 020 | |a 0201515628 |9 0-201-51562-8 | ||
| 035 | |a (OCoLC)246613316 | ||
| 035 | |a (DE-599)BVBBV004279436 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-20 | ||
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Quelch, John A. |d 1951- |e Verfasser |0 (DE-588)136250440 |4 aut | |
| 245 | 1 | 0 | |a The marketing challenge of 1992 |c John A. Quelch ; Robert D. Buzzell ; Eric R. Salama |
| 264 | 1 | |a Reading, Mass. u.a. |b Addison-Wesley |c 1990 | |
| 300 | |a IX, 390 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 610 | 2 | 7 | |a Europäische Gemeinschaften |0 (DE-588)35439-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Binnenmarkt |0 (DE-588)4145576-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Europäische Gemeinschaften |0 (DE-588)35439-9 |D b |
| 689 | 0 | 1 | |a Binnenmarkt |0 (DE-588)4145576-9 |D s |
| 689 | 0 | 2 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Buzzell, Robert Dow |d 1933- |e Verfasser |0 (DE-588)170036006 |4 aut | |
| 700 | 1 | |a Salama, Eric R. |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002661302&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-002661302 | ||
Datensatz im Suchindex
| _version_ | 1804118472746074112 |
|---|---|
| adam_text | Contents
PARTI OVERVIEW 1 Chapter 1 The Road to Market Integration 3
Reasons for the Proposals and the Potential Benefits 4
What Is the Internal Market? 14
Trade Barriers and the Impact of Their Removal 16
Conclusion 25
Chapter 2 Progress and Prospects 28
New Procedures Have Accelerated the Decision Making ... 28
... But a Lack of Political Will Has Slowed It Down ... 31
. . . And Companies Will Find It Hard to Exploit the Changes 37
What Will the Europe of the 1990s Look Like? 41
A Free Trade Area or Something More Than That? 42
A Fortress Europe? 48
A Two Tier Europe? 53
Conclusion 55
Chapter 3 The Marketing Challenge 60
The 1992 Program 60
Market Integration and Industry Consolidation 62
Marketing Programs and Organization 69
Conclusion 85
PART 2 COMPETING IN THE INTEGRATED
EC MARKET 87
Chapter 4 Assessing Market Potential: CIGNA Worldwide and the
Insurance Market 89
Editors Introduction 89
Case: CIGNA Worldwide by John A. Quelch and
Jonathan Hibbard 90
Editors Commentary 119
vii
viii Contents
Chapter 5 Defending Global Market Leadership: Nokia Mobira Oy
and the Mobile Telephone Market 121
Editors Introduction 121
Case: Nokia Mobira Oy by Ilkka Lipasti and John A. Quelch 122
Editors Commentary 156
Chapter 6 Strategic Alliances: Biokit S.A. and the
Biotechnology Market 159
Editors Introduction 159
Case: Biokit S.A. by Jose Luis Nueno and John A. Quelch 160
Editors Commentary 184
Chapter 7 Redefining Product Market Strategy: Chloride Lighting
and the Emergency Lighting Market 186
Editors Introduction 186
Case: Chloride Lighting Strategies for Emergency Lighting in
Europe by Robert D. Buzzell and Tammy Bunn Hiller 187
Editors Commentary 216
Chapter 8 Identifying a Sustainable Niche: Canadian Imperial Bank
of Commerce and the Banking Services Market 218
Editors Introduction 218
Overview: Bank Marketing Strategies in the EC by
John C. Pattison 219
Case: The Canadian Imperial Bank of Commerce by
John C. Pattison 238
Editors Commentary 248
Chapter 9 Managing the Product Line: Nissan Motor Company Ltd.
and the Automobile Market 249
Editors Introduction 249
Case: Nissan Motor Co., Ltd: Marketing Strategy for the
European Market by Kyoichi Ikeo and John A. Quelch 250
Editors Commentary 275
Chapter 10 Organizing the Marketing System: David Del Curto S.A.
and the Fresh Fruit Market 278
Editors Introduction 278
Case: David Del Curto S.A. by Jon I. Martinez and
John A. Quelch 279
| Editors Commentary 309
Contents ix
Chapter 11 Expanding Distribution: FNAC and the Retailing of
Cultural and Leisure Products 311
Editors Introduction 311
Case: FNAC by Andre Tordjman and Jean Francis Harris 312
Editors Commentary 346
Chapter 12 Pan European Marketing: Volvo Trucks Europe and the
Truck Market 348
Editors Introduction 348
Case: Volvo Trucks Europe by Jean Jacques Lambin and
Tammy Bunn Hiller 349
Editors Commentary 366
PART 3 CONCLUSION 369 Chapter 13 An Action Agenda for Managers 371
Assess the Likely Effects of 1992 Reforms 372
Adequate Representation of Company Interests 373
Consider or Reconsider Strategic Options 374
Explore Needed Changes in Marketing 375
Concluding Comments 381
|
| any_adam_object | 1 |
| author | Quelch, John A. 1951- Buzzell, Robert Dow 1933- Salama, Eric R. |
| author_GND | (DE-588)136250440 (DE-588)170036006 |
| author_facet | Quelch, John A. 1951- Buzzell, Robert Dow 1933- Salama, Eric R. |
| author_role | aut aut aut |
| author_sort | Quelch, John A. 1951- |
| author_variant | j a q ja jaq r d b rd rdb e r s er ers |
| building | Verbundindex |
| bvnumber | BV004279436 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)246613316 (DE-599)BVBBV004279436 |
| discipline | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01579nam a2200385 c 4500</leader><controlfield tag="001">BV004279436</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20170327 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">910313s1990 d||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0201515628</subfield><subfield code="9">0-201-51562-8</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)246613316</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV004279436</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-20</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Quelch, John A.</subfield><subfield code="d">1951-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)136250440</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The marketing challenge of 1992</subfield><subfield code="c">John A. Quelch ; Robert D. Buzzell ; Eric R. Salama</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Reading, Mass. u.a.</subfield><subfield code="b">Addison-Wesley</subfield><subfield code="c">1990</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">IX, 390 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="610" ind1="2" ind2="7"><subfield code="a">Europäische Gemeinschaften</subfield><subfield code="0">(DE-588)35439-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Binnenmarkt</subfield><subfield code="0">(DE-588)4145576-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Europäische Gemeinschaften</subfield><subfield code="0">(DE-588)35439-9</subfield><subfield code="D">b</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Binnenmarkt</subfield><subfield code="0">(DE-588)4145576-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Buzzell, Robert Dow</subfield><subfield code="d">1933-</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)170036006</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Salama, Eric R.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002661302&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-002661302</subfield></datafield></record></collection> |
| id | DE-604.BV004279436 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:10:51Z |
| institution | BVB |
| isbn | 0201515628 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002661302 |
| oclc_num | 246613316 |
| open_access_boolean | |
| owner | DE-20 |
| owner_facet | DE-20 |
| physical | IX, 390 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
| publishDateSort | 1990 |
| publisher | Addison-Wesley |
| record_format | marc |
| spelling | Quelch, John A. 1951- Verfasser (DE-588)136250440 aut The marketing challenge of 1992 John A. Quelch ; Robert D. Buzzell ; Eric R. Salama Reading, Mass. u.a. Addison-Wesley 1990 IX, 390 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Europäische Gemeinschaften (DE-588)35439-9 gnd rswk-swf Binnenmarkt (DE-588)4145576-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Europäische Gemeinschaften (DE-588)35439-9 b Binnenmarkt (DE-588)4145576-9 s Marketing (DE-588)4037589-4 s DE-604 Buzzell, Robert Dow 1933- Verfasser (DE-588)170036006 aut Salama, Eric R. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002661302&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Quelch, John A. 1951- Buzzell, Robert Dow 1933- Salama, Eric R. The marketing challenge of 1992 Europäische Gemeinschaften (DE-588)35439-9 gnd Binnenmarkt (DE-588)4145576-9 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)35439-9 (DE-588)4145576-9 (DE-588)4037589-4 |
| title | The marketing challenge of 1992 |
| title_auth | The marketing challenge of 1992 |
| title_exact_search | The marketing challenge of 1992 |
| title_full | The marketing challenge of 1992 John A. Quelch ; Robert D. Buzzell ; Eric R. Salama |
| title_fullStr | The marketing challenge of 1992 John A. Quelch ; Robert D. Buzzell ; Eric R. Salama |
| title_full_unstemmed | The marketing challenge of 1992 John A. Quelch ; Robert D. Buzzell ; Eric R. Salama |
| title_short | The marketing challenge of 1992 |
| title_sort | the marketing challenge of 1992 |
| topic | Europäische Gemeinschaften (DE-588)35439-9 gnd Binnenmarkt (DE-588)4145576-9 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Europäische Gemeinschaften Binnenmarkt Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002661302&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT quelchjohna themarketingchallengeof1992 AT buzzellrobertdow themarketingchallengeof1992 AT salamaericr themarketingchallengeof1992 |