International and global marketing: concepts and cases
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. [u.a.]
Irwin McGraw-Hill
1998
|
| Ausgabe: | 2. ed., internat. ed. |
| Schriftenreihe: | The Irwin/McGraw-Hill series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Beschreibung: | XVI, 439 S. graph. Darst. |
| ISBN: | 0256218943 |
Internformat
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| 245 | 1 | 0 | |a International and global marketing |b concepts and cases |c Taylor W. Meloan ... |
| 250 | |a 2. ed., internat. ed. | ||
| 264 | 1 | |a Boston, Mass. [u.a.] |b Irwin McGraw-Hill |c 1998 | |
| 300 | |a XVI, 439 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a The Irwin/McGraw-Hill series in marketing | |
| 650 | 4 | |a Marketing international | |
| 650 | 4 | |a Marketing international - Cas, Études de | |
| 650 | 4 | |a Mondialisation | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Export marketing -- Case studies | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
PARTI
Introduction
1. Taylor W. Meloan, International and
Global Marketing: An Overview. 3
2. Theodore Levitt, The Globalization of
Markets, Harvard Business Review
(May/June 1983). 13
3. Susan P. Douglas and Yoram Wind,
The Myth of Globalization, Columbia
Journal of World Business (Winter
1987). 24
4. William B. Werther, Jr., Toward
Global Convergence, Business
Horizons (January February
1996). 40
5. Christopher A. Bartlett and Sumantra
Ghoshal, What Is a Global Manager?
Harvard Business Review
(September October 1992). 48
PART II
The Environment of International
and Global Marketing
The Cultural and Economic Environment
6. Edward T. Hall, The Silent Language
in Overseas Business, Harvard
Business Review (May June
1960). 61
7. David A, Ricks, How to Avoid
Business Blunders Abroad, Business
(April 1984). 68
8. John L. Graham, The Importance of
Culture in International Business
Negotiations, Chapter 3 in J. D.
Usunier and P. H. Ghauri (editors),
International Business Communications
(New York: Elsevier Science Ltd.
1996). 78
9. Gordon Redding, The Implications of
Other Forms of Capitalism, Asia
Pacific Business Outlook Conference,
University of Southern California, Los
Angeles, March 13, 1995). 92
10. Johny K. Johansson and Massaki
Hirano, Japanese Marketing in the
Post Bubble Era, The International
Executive (January February
1996). 97
The Legal and Political Environment
11. Salil S. Pitroda, From GATT to
WTO, Harvard International Review
(Spring 1995). 110
xi
12. Peggy E. Chaudhry and Michael G.
Walsh, Intellectual Property Rights:
Changing Levels of Protection under
the GATT, NAFTA, and the EU,
Columbia Journal of World Business
(Summer 1995). 116
13. Earl Naumann and Douglas J. Lincoln,
Nontariff Barriers and Entry Strategy
Alternatives: Strategic Marketing
Implications, Journal of Small
Business Management (April
1991). 130
PARTffl
International and Global
Marketing Strategies
14. George S. Yip, Global Strategy as a
Factor in Japanese Success, The
International Executive (January
February 1995). 141
15. Carl F. Fey, Success Strategies for
Russian Foreign Joint Ventures,
Business Horizons (November
December 1995). 156
16. Kathryn Rudie Harrigan, Why Joint
Ventures Fail, Euro Asia Business
Review (July 1987). 163
PARTIV
International and Global
Marketing Operations
Products and Services
17. Michael R. Czinkota and Masaaki
Kotabe, Product Development the
Japanese Way, The Journal of
Business Strategy
(November December, 1990). 177
18. Christopher H. Lovelock and George S.
Yip, Developing Global Strategies
for Service Business, California
Management Review (Winter
1996). 183
19. Tom Reilly, The Harmonization of
Standards in the European Union and
the Impact on U.S. Businesses,
Business Horizons (March April
1995). 201
20. Bruce Leeds, The Roller Coaster Ride
to Global Satellite Marketing,
Business Forum (Winter Spring
1995). 210
Promotional Strategies
21. Marc Bourgery and George Guimaraes,
Global Ads Say It With Pictures,
Journal of European Business
(May June 1993). 217
22. Ronald E. Dulek, John S. Fielden, and
John S. Hill, International
Communications: An Executive
Primer, Business Horizons
(January February 1993). 222
23. John A. Quelch and Lisa R. Klein, The
Internet and International Marketing,
Sloan Management Review (Spring
1996). 229
24. John L. Graham, Shigeru Ichikawa, and
Yao Apasu, Managing Your Sales
Force in Japan and the U.S., Euro
Asia Business Review (January
1987). 249
Pricing Issues
25. S. Tamer Cavusgil, Unraveling the
Mystique of Export Pricing, Business
Horizons (May June 1988). 255
26. John P. Fraedrich and Connie Ray
Bateman, Transfer Pricing by
Multinational Marketers: Risky
Business, Business Horizons
(January February 1996). 268
Distribution Strategies
27. Myron M. Miller, Executive Insights:
The 10 Step Road Map to Success in
Foreign Markets, Journal of
International Marketing (Spring
1993). 277
28. Thomas F. Clasen, An Exporter s
Guide to Selecting Foreign Sales
Agents and Distributors, Journal of
European Business (November
December, 1991). 289
29. Franchising Systems around the
Globe: A Status Report, Journal of
Small Business Management (April
1995). 295
PARTV
Ethical Issues
30. Thomas Donaldson, Values in
Tension: Ethics Away from Home.
Harvard Business Review
(September October, 1996). 307
31. Sheila M. Puffer and Daniel J.
McCarthy, Finding the Common
Ground in Russian and American
Business Ethics, California
Management Review (Winter
1995). 319
32. Mary C. Gilly and John L. Graham, A
Macroeconomic Study of the Effects of
Promotion on the Consumption of
Infant Formula in Developing
Countries, Journal of Macromarketing
(Spring 1988). 332
PART VI
Selected Cases and a Decision
Simulation
1. Robert J. Dolan, Nike, Inc. in
the 1990s (A): New Directions
(Boston: Harvard Business School,
1995). 347
2. Andrea Alexander and Johny K.
Johansson, Budget Hotels Go Global,
in Johny K. Johansson, Global
Marketing (Chicago: Richard D. Irwin,
1996). 354
3. Susan W. Nye and Barbara Priovolos,
The SWATCH Project (Lausanne,
IMEDE, 1985). 358
4. Ilkka A. Ronkainen, Parker Pen
Company, in Michael R. Czinkota and
Ilkka A. Ronkainen, International
Marketing (New York: The Dryden
Press, 1990). 377
5. Christopher Gale, Mcllhenny
Company: Japan (Charlottesville:
University of Virginia Darden School
Foundation, 1992). 382
6. J. Alex Murray, Gregory M. Gazda, and
Mary J. Molenaar, Nestle—The Infant
Formula Incident. An original
case. 401
7. Tom Delay and Susan Schneider,
Baksheesh (Fontainebleau, France:
INSEAD, 1992). 408
8. W. Kent Moore and Phyllis G.
Holland, Philip Morris: The Export
Warning Labels Issue (Valdosta,
Georgia: Valdosta State University,
1993). Previously published in the
Business Case Journal (Fall
1993). 412
9. Robert F. Bruner and Robert Spekman,
Renault Volvo: Strategic Alliance
(Charlottesville: University of Virginia
Darden School Foundation, March
1993). 424
10. John L. Graham, Siberian Petroleum
Production Association: A Negotiation
Simulation (Irvine: University of
California, 1993). 435
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| spelling | International and global marketing concepts and cases Taylor W. Meloan ... 2. ed., internat. ed. Boston, Mass. [u.a.] Irwin McGraw-Hill 1998 XVI, 439 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Irwin/McGraw-Hill series in marketing Marketing international Marketing international - Cas, Études de Mondialisation Export marketing Export marketing -- Case studies 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 DE-604 Meloan, Taylor W. Sonstige oth http://www.loc.gov/catdir/description/mh022/97005424.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008500709&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | International and global marketing concepts and cases |
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