Global marketing management: cases and readings
Gespeichert in:
| Vorheriger Titel: | Multinational marketing management |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Reading, Mass. u.a.
Addison-Wesley
1992
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Frühere Ausg. u.d.T.: Multinational marketing management |
| Beschreibung: | XI, 751 S. Ill., graph. Darst. |
| ISBN: | 0201542803 |
Internformat
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| 245 | 1 | 0 | |a Global marketing management |b cases and readings |c Robert D. Buzzell ... |
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Datensatz im Suchindex
| _version_ | 1804120078661189632 |
|---|---|
| adam_text | Titel: Global marketing management
Autor: Buzzell, Robert D
Jahr: 1992
CONTENTS
PARTI
Designing Strategies for Global Competition
Introduction 2
READINGS
The Globalization of Markets by Theodore Levitt 10
The Strategie Role of International Marketing by Michael E. Porter 30
Managing in a Borderless Worid by Kenichi Ohmae 38
How Global Companies Win Out by Thomas Hout, Michael E. Porter, and
Eileen Rudden 54
CASES
Ingvar Kamprad and IKEA by Christopher A. Bartlett and Ashish Nanda 72
Giovanni Buton by Robert D. Buzzell and Geoffrey Smith 100
Henkel Group: Umbrella Branding and Globalization Decisions
by Robert J. Dolan 114
Digital Equipment Corporation International: Competing Through
Cooperation by Per Jenster, Francis Bidault, and Thomas Cummings 132
IX
Contents
PART 2
Global Marketing Programs
Introduction 160
READINGS
Can You Standardize Multinational Marketing? by Robert D. Buzzell 168
Gray Markets: Causes and Cures by Frank V. Cespedes, E. Raymond Corey,
and V. Kasturi Rangan 190
Can Sales Promotion Go Global? by Kamran Kashani and
John A. Quelch 204
CASES
Hooven Multinational Product Planning by Robert D. Buzzell and
Jean-Louis LeCocq 217
Computervision Japan by Rowland T. Moriarty 241
Fisher-Price Benelux by Robert D. Buzzell, Carlos del Nero, and
Stephen Muirhead 267
Minolta Camera Co., Ltd. by Ulrich Wiechmann 287
Kentucky Fried Chicken (Japan) Ltd. by Christopher A. Bartlett and
U. Srinivasa Rangan 299
PART 3
Organizing and Controlling Global Marketing Operations
Introduction 324
READmGS
Customizing Global Marketing by John A. Quelch and Edward J. Hoff 331
Organizing for Worldwide Effectiveness: The Transnational Solution
by Christopher A. Bartlett and Sumantra Ghoshal 350
Evolution of Global Marketing Strategy: Scale, Scope and Synergy
by Susan P. Douglas and C. Samuel Craig 374
CASES
Nestle S.A.: International Marketing by John A. Quelch and
Edward J. Hoff 403
Procter Gamble Europe: Vizir Launch by Christopher A. BarÜett 435
British Airways by John A. Quelch 460
Citibank: Marketing to Multinational Customers by Robert D. Buzzell 489
Honeywell, Inc.: International Organization for Commercial Avionics
by Frank V. Cespedes and Jon King 519
Contents XI
PART 4
Special Issues in Global Marketing
Introduction 552
READINGS
Marketing Moves Through EC Crossroads by John A. Quelch and
Robert D. Buzzell 557
After the Wall: Marketing Guidelines for Eastern Europe by John A. Quelch,
Eric Joachimsthaler, and Jose Luis Nueno 580
Pharmaceutical Marketing Practices in the Third World by N. Craig Smith
and John A. Quelch 603
CASES
Cigna Worldwide by John A. Quelch and Jonathan D. Hibbard 622
Nissan Motor Co., Ltd.: Marketing Strategy for the European Market
by Kyoichi Ikeo and John A. Quelch 648
Nokia-Mobira Oy by Ilkka Lipasti and John A. Quelch 675
Yoshida Kogyo K.K. by Ulrich Wiechmann 713
Ciba-Geigy Pharmaceuticals: Pharma International by N. Craig Smith and
John A. Quelch 734
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| title | Global marketing management cases and readings |
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| title_old | Multinational marketing management |
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