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
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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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