Global marketing management : cases and readings
著者
書誌事項
Global marketing management : cases and readings
Addison-Wesley Pub. Co., c1995
3rd ed
大学図書館所蔵 全27件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references
内容説明・目次
内容説明
This revised edition provides a wide collection of case studies and ratings in international marketing. The authors, authorities in the field, focus on companies - such as Hoover, Fisher-Price and The Body Shop International - with bases around the world. Taking a global approach, features of this edition include: new cases covering corporate social responsibility in an international context and in a hyper inflation economy; cases and readings on marketing products in Eastern Europe; and coverage of special issues in global marketing such as marketing in the Third World. This work is intended for students taking an advanced course/MBA in International and Multinational Marketing.
目次
- Part 1 Designing strategies for global competition: readings - the globalization of markets, Theodore Levitt, global strategy in a world of nations, George S. Yip, managing in an orderless world, Kenichi Ohmae
- cases - Ingvar Kamprad and IKEA, Christopher A. Bartlett and Ashish Nanda, Grupo Televisa S.A. de C.V, John A. Quelch and Jonathan J. Ginns, Mary Kay Cosmetics - Aslar market entry, John A. Qulch and Nathalie Laidler. Part 2 Global marketing programmes: readings - can you standardize multinational marketing?, Robert D. Buzzell, customizing global marketing, John A. Quelch and Edward J. Hoff
- how multinationals can counter gray market imports, S. Tamer Cavusgil and Ed Sikora, can sales promotion go global?, Kamram Kashani and John A. Quelch
- cases - Hoover - multinational product planning, Robert D.Buzzell and Jean-Louis LeCocq, Henkel Group - umbrella branding and globalization decisions, Robert J. Dolan, Milkpak Limited - international joint venture, John A. Quelch and Afroze A. Mohammed, Fisher-Price Benelux, Robert D. Buzzell et al, Kentucky Fried Chicken (Japan) Limited, Christopher A. Bartlett and U. Srinivasa Rangar. Part 3 Organizing and controlling global marketing operations: readings - the new country managers, John A. Quelch
- organizing for worldwide effectiveness - the transnational solution, Christopher A. Bartlett and Sumantra Ghoshal
- cases - Nestle S.A. - international marketing, John A. Quelch and Edward J. Hoff, Procter & Gamble (Europe) - Vizir launch, Christopher A. Bartlett, Citibank - marketing to multinational customers, Robert D. Buzzell. Part 4 Special issues in global marketing: readings - after the wall - marketing guidelines for Eastern Europe, John A. Quelch et al, pharmaceutical marketing practices in the Third World, N. Craig Smith and John A. Quelch, opinion - should multinationals invest in Africa?, John A. Quelch and James E. Austin
- cases - The Body Shop International, Christopher A. Bartlett et al, Harlequin Romances - Poland, John A. Quelch and Nathalie Laidler, Weissberg Gmbh, John A. Quelch, Ciba-Geigy Pharmaceuticals - Pharma International, N. Craig Smith and John A. Quelch.
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