Managing global marketing : cases and text
著者
書誌事項
Managing global marketing : cases and text
PWS-Kent Pub., 1992
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注記
Includes bibliographical references
内容説明・目次
内容説明
Readers experience the managerial lives and issues of global marketeers in more than 20 different countries, markets, and socio-political environments with this book. In the position of decision makers, readers should develop skills in analysis and problem solving. Comprehensive topic coverage exposes readers to a range of current global marketing issues: marketing strategy, opportunity analysis, product policy, marketing communication, pricing, marketing research and marketing programme formulation.
目次
Case Abstracts - How to Analyze a Case. Global Markets and Marketing - Libby's Beverages, Nokia Data. Formulating Global Marketing Strategy Opportunity Analysis - The Skisailer, Lestra Design, Club Med, Sales Inc. Product Policy - Colgate Palmolive, Nabisco Brands Inc. Communication - Advertising and Personal Selling, Hertz Autovermietung GMBH, Grasse Fragrances SA. Distribution - Leykam Martztaler, Jordan A/S. Pricing - Pharma Swede, Philip Morris KK. Global Marketing Programs. - Swatch, Volvo Trucks Corporation.
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