Verfügbarkeit: The global market

The global market: developing a strategy to manage across borders

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Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	Chichester Jossey-Bass 2004
Ausgabe:	1. ed.
Schlagworte:	Entreprises multinationales - Marketing Marketing international - Gestion Mondialisation Globalisierung Multinationales Unternehmen Export marketing > Management Globalization International business enterprises > Marketing Weltmarkt Internationales Marketing Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	VIII, 424 S. graph. Darst.
ISBN:	0787968579

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MARC


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Datensatz im Suchindex

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adam_text	Contents Introduction 1 Part One: Developing the Global Mind Set 9 1 Theodore Levitt s The Globalization of Markets : An Evaluation After Two Decades 11 Richard S. Tedlow, Rawi Abdelal 2 The Globalization of Markets : A Retrospective with Theodore Levitt 31 Stephen A. Greyser 3 The Globalization of Markets Revisited: Japan After Twenty Years 37 Hirotaka Takeuchi Part Two: Managing the Global Business 79 4 Rooting Marketing Strategy in Human Universals 83 Luc Wathieu, Yu Liu, Gerald Zaltman 5 Organizing Multinational Companies for Collaborative Advantage 92 Morten T. Hansen, Nitin Nohria Part Three: Managing Global Products 113 6 Global Standardization versus Localization: A Case Study and a Model 115 Pankaj Ghemawat 7 It s a Small World After All... or Is It? The State of Globalization in the Worldwide Automotive Industry 146 Nick Scheele vii X/iii Contents Part Four: Managing Global Brands 159 8 Strategies for Managing Brand and Product in International Markets 163 Hans Willi Schroiff, David J. Arnold 9 Managing the Global Brand: A Typology of Consumer Perceptions 180 Douglas B. Holt, John A. Quelch, Earl L. Taylor Part Five: Managing Global Services 203 10 The Globalization of Marketing Services 207 Martin Sorrell 11 Cost Economies in the Global Advertising and Marketing Services Business 217 Alvin J. Silk, Ernst R. Berndt Part Six: Managing Global Supply and Distribution 259 12 Managing Global Supply Chains 263 Ananth Raman, Noel Watson 13 Globalization of Retailing 288 David E. Bell, Rajiv Lai, Walter Salmon Part Seven: Setting the Global Agenda 313 14 The Empire Strikes Flak: Powerful Companies and Political Backlash 317 Daniel Litvin 15 Globalization and the Poor 335 V. Kasturi Rangan, Arthur McCaffrey Notes and References 361 The Authors 387 Index 395
adam_txt	Contents Introduction 1 Part One: Developing the Global Mind Set 9 1 Theodore Levitt's "The Globalization of Markets": An Evaluation After Two Decades 11 Richard S. Tedlow, Rawi Abdelal 2 "The Globalization of Markets": A Retrospective with Theodore Levitt 31 Stephen A. Greyser 3 "The Globalization of Markets" Revisited: Japan After Twenty Years 37 Hirotaka Takeuchi Part Two: Managing the Global Business 79 4 Rooting Marketing Strategy in Human Universals 83 Luc Wathieu, Yu Liu, Gerald Zaltman 5 Organizing Multinational Companies for Collaborative Advantage 92 Morten T. Hansen, Nitin Nohria Part Three: Managing Global Products 113 6 Global Standardization versus Localization: A Case Study and a Model 115 Pankaj Ghemawat 7 It's a Small World After All. or Is It? The State of Globalization in the Worldwide Automotive Industry 146 Nick Scheele vii X/iii Contents Part Four: Managing Global Brands 159 8 Strategies for Managing Brand and Product in International Markets 163 Hans Willi Schroiff, David J. Arnold 9 Managing the Global Brand: A Typology of Consumer Perceptions 180 Douglas B. Holt, John A. Quelch, Earl L. Taylor Part Five: Managing Global Services 203 10 The Globalization of Marketing Services 207 Martin Sorrell 11 Cost Economies in the Global Advertising and Marketing Services Business 217 Alvin J. Silk, Ernst R. Berndt Part Six: Managing Global Supply and Distribution 259 12 Managing Global Supply Chains 263 Ananth Raman, Noel Watson 13 Globalization of Retailing 288 David E. Bell, Rajiv Lai, Walter Salmon Part Seven: Setting the Global Agenda 313 14 The Empire Strikes Flak: Powerful Companies and Political Backlash 317 Daniel Litvin 15 Globalization and the Poor 335 V. Kasturi Rangan, Arthur McCaffrey Notes and References 361 The Authors 387 Index 395
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spellingShingle	The global market developing a strategy to manage across borders Entreprises multinationales - Marketing Marketing international - Gestion Mondialisation Globalisierung Multinationales Unternehmen Export marketing Management Globalization International business enterprises Marketing Weltmarkt (DE-588)4117627-3 gnd Globalisierung (DE-588)4557997-0 gnd Internationales Marketing (DE-588)4125431-4 gnd
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title	The global market developing a strategy to manage across borders
title_auth	The global market developing a strategy to manage across borders
title_exact_search	The global market developing a strategy to manage across borders
title_exact_search_txtP	The global market developing a strategy to manage across borders
title_full	The global market developing a strategy to manage across borders John Quelch ... eds.
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title_short	The global market
title_sort	the global market developing a strategy to manage across borders
title_sub	developing a strategy to manage across borders
topic	Entreprises multinationales - Marketing Marketing international - Gestion Mondialisation Globalisierung Multinationales Unternehmen Export marketing Management Globalization International business enterprises Marketing Weltmarkt (DE-588)4117627-3 gnd Globalisierung (DE-588)4557997-0 gnd Internationales Marketing (DE-588)4125431-4 gnd
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