Cases in international marketing
著者
書誌事項
Cases in international marketing
Prentice Hall, c1995
2nd ed
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注記
Rev. ed. of: Cases in international marketing / Christopher Gale. c1986
内容説明・目次
内容説明
For senior/graduate-level courses. This volume offers a collection of cases that are multinational in scope, describe actual situations, and illustrate a broad array of timely, complex issues faced by global marketers as they take their products and services into new nations and cultures.
目次
I. THE INTERNATIONAL MARKETING ENVIRONMENT. Case 1. Skisailer. Cases 2A, B, C, and D, Porsche AG. Case 3. DowBrands Ziploc...A (R). II. CHALLENGES IN EMERGING MARKETS. Case 4. Wiltech India Limited. Case 5. P.T. Food Specialities, Indonesia (FSI). Case 6. Ericsson do Brasil. III. MARKETING IN EASTERN EUROPEAN MARKETS. Case 7. Iskra Power Tools. Case 8. Sony in Poland. Case 9. Bolshevichka Apparel Company: Managing in Perestroika. IV. THE CHALLENGE TO MARKET IN JAPAN. Case 10. Kirin Brewery Co. Ltd.: The Dry Beer War. Case 11. Philip Morris K.K. Case 12. Lestra Design. Case 13. Delissa in Japan. V. THE PAN-EUROPEAN CHALLENGE. Case 14. Nokia Data. Case 15. Pharma Swede: Gastirup. Cases 16A and B. Alto Chemicals Europe. VI. THE GLOBAL CHALLENGE. Case 17. Black & Decker International: Globalization of the Hardware Line. Case 18. Worldwide Robotics Industry, 1987. Cases 19A and B. Asea Robotics AB. Case 20. The World Paint Industry. Case 21. ICI Paints (A): Strategy for Globalization. VII. THE MANAGERIAL CHALLENGE: IMPLEMENTING INTERNATIONAL MARKETING PROGRAMS. Case 22. Pakkasakku OY: Communicating with Customers. Case 23. Mediquip S.A. (R). Case 24. Club Med Espana. Case 25. Libby's Beverages: Um Bongo Fruit Drink. Case 26. Alliance ANDIV.
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