Global marketing management: cases and readings
Saved in:
| Previous Title: | Multinational marketing management |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Reading, Mass. u.a.
Addison-Wesley
1995
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Frühere Ausg. u.d.T.: Multinational marketing management |
| Physical Description: | X, 686 S. Ill., graph. Darst. |
| ISBN: | 0201539721 |
Staff View
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Record in the Search Index
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|---|---|
| adam_text | Contents PARTI
Designing Strategies for Global Competition
j 2 INTRODUCTION
I READINGS
j 10 The Globalization of Markets by Theodore Levitt
| 30 Global Strategy ... In a World of Nations? by
j George S. Yip
| 53 Managing In a Borderless World by Kenichi Ohmae
j CASES
I 69 Ingvar Kamprad and IKEA by Christopher A. Bartlett
• and Ashish Nanda
I 96 Grupo Televisa S.A. de C.V. by John A. Quelch and
j Jonathan J. Ginns
121 Mary Kay Cosmetics: Asian Market Entry by John A.
Quelch and Nathalie Laidler
viii Contents
PART 2
Global Marketing Programs
168 INTRODUCTION
READINGS
176 Can You Standardize Multinational Marketing? by
Robert D. Buzzell
198 Customizing Global Marketing by John A. Quelch and
Edward ]. Hop
217 How Multinationals Can Counter Gray Market
Imports by S. Tamer Cavusgil and Ed Sikora
239 Can Sales Promotion Go Global? by Kamran Kashani
and John A. Quelch
CASES
253 Hoover: Multinational Product Planning by Robert D.
Buzzell and Jean Louis LeCocq
277 Henkel Group: Umbrella Branding and Globalization
Decisions by Robert J. Dolan
295 Milkpak Limited — International Joint Venture by
John A. Quelch and Afroze A. Mohammed
319 Fisher Price Benelux by Robert D. Buzzell,
Carlos del Nero, and Stephen Muirhead
339 Kentucky Fried Chicken (Japan) Ltd. by Christopher A.
Bartlett and U. Srinivasa Rangan
Contents ix
PART 3
Organizing and Controlling Global
Marketing Operations
364 INTRODUCTION
t.
I
READINGS
373 The New Country Managers by John A. Quelch
384 Organizing for Worldwide Effectiveness: The
Transnational Solution by Christopher A. Bartlett and
Sumantra Ghoshal
408 What Is a Global Manager? by Christopher A. Bartlett
and Sumantra Ghoshal
CASES
423 Nestle S.A.: International Marketing by John A. Quelch
and Edward J. Hoff
455 Procter Gamble Europe: Vizir Launch by
Christopher A. Bartlett
480 Becton Dickinson: Worldwide Blood Collection Team
; by Christopher A. Bartlett and Kathleen Scharf
I 50T Citibank: Marketing to Multinational Customers by
I Robert D. Buzzell
X Contents I
1
PART 4
Special Issues in Global Marketing
j
538 INTRODUCTION
READINGS
541 After the Wall: Marketing Guidelines for Eastern
Europe by John A. Quelch, Eric Joachimsthaler, and
Jose Luis Nueno
564 Pharmaceutical Marketing Practices in the Third
World by N. Craig Smith and John A. Quelch
583 Opinion: Should Multinationals Invest in Africa? by
John A. Quelch and James E. Austin
CASES
608 The Body Shop International by Christopher A. Bartlett,
Kenton Elderkin, Krista McQuade, and Myra Hart
632 Harlequin Romances — Poland by John A. Quelch and
Nathalie Laidler
663 Weissberg Gmbh by John A. Quelch
669 Ciba Geigy Pharmaceuticals: Pharma International by
N. Craig Smith and John A. Quelch
|
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| dewey-sort | 3658.8 248 |
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| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
| format | Book |
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| spelling | Global marketing management cases and readings Robert D. Buzzell ... 3. ed. Reading, Mass. u.a. Addison-Wesley 1995 X, 686 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Frühere Ausg. u.d.T.: Multinational marketing management Internationale marketing gtt Marchés d'exportation - Gestion - Cas, Études de ram Marchés d'exportation - Gestion ram Export marketing -- Management Export marketing -- Management -- Case studies Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content (DE-588)4522595-3 Fallstudiensammlung gnd-content Internationales Marketing (DE-588)4125431-4 s Marketingmanagement (DE-588)4168907-0 s DE-604 Buzzell, Robert Dow 1933- Sonstige (DE-588)170036006 oth 1. Auflage Multinational marketing management HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006948669&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Global marketing management cases and readings Internationale marketing gtt Marchés d'exportation - Gestion - Cas, Études de ram Marchés d'exportation - Gestion ram Export marketing -- Management Export marketing -- Management -- Case studies Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
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| title | Global marketing management cases and readings |
| title_auth | Global marketing management cases and readings |
| title_exact_search | Global marketing management cases and readings |
| title_full | Global marketing management cases and readings Robert D. Buzzell ... |
| title_fullStr | Global marketing management cases and readings Robert D. Buzzell ... |
| title_full_unstemmed | Global marketing management cases and readings Robert D. Buzzell ... |
| title_old | Multinational marketing management |
| title_short | Global marketing management |
| title_sort | global marketing management cases and readings |
| title_sub | cases and readings |
| topic | Internationale marketing gtt Marchés d'exportation - Gestion - Cas, Études de ram Marchés d'exportation - Gestion ram Export marketing -- Management Export marketing -- Management -- Case studies Marketingmanagement (DE-588)4168907-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationale marketing Marchés d'exportation - Gestion - Cas, Études de Marchés d'exportation - Gestion Export marketing -- Management Export marketing -- Management -- Case studies Marketingmanagement Internationales Marketing Aufsatzsammlung Fallstudiensammlung |
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