Global marketing management
著者
書誌事項
Global marketing management
Addison-Wesley, c1999
4th ed
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注記
Includes bibliographical references
内容説明・目次
内容説明
Global Marketing Management provides a concise set of cases that examine business development, business government relations, and other issues that help students translate theoretical concepts into practice. Most of the 36 cases included in the book are from Harvard Business School.* This versatile paperback provides a concise set of cases that examine business development, business government relations, and other issues that help students translate theoretical concepts into practice. * Most of the 36 cases included in this book are from Harvard Business School. * This is a practical, hands-on text that offers students the opportunity to gain knowledge of global marketing management issues facing managers today. * Global Marketing Management is applicable to any marketing or global marketing course.
目次
I. DESIGNING STRATEGIES FOR GLOBAL COMPETITION.
Case 1: Ingvar Kamproad and IKEA.
Case 2: Komatsu Ltd.: Progect G's and Globalization.
Case 3: Skandia AFS.
Case 4: McKinsey & Co.
Case 5: Bayer AG (A).
II. GLOBAL EXPANSION STRATEGIES.
Case 1: Bajaj Auto Ltd.
Case 2: Mary Kay Cosmetics: Asian Market Entry.
Case 3: Vietnam: Market Entry Decisions.
Case 4: Air Miles.
Case 5: Orbital Sciences: ORBCOMM.
III. GLOBAL MARKETING PROGRAMS.
Case 1: Gallo Rice.
Case 2: Sony Corporation: Car Navigation Systems.
Case 3: AB Sandvik Saws & Tools: The Ergo Strategy.
Case 4: Planet Reebok (A).
Case 5: DHL Worldwide Express.
IV. MARKETING IN EMERGING MARKETS.
Case 1: Braas GmbH (A).
Case 2: Koi Holding: Arielik White Goods.
Case 3: Harlequin Romances-Poland.
Case 4: EMDICO (A).
Case 5: Gillette Indonesia.
V. MANAGING INTERNATIONAL PARTNERS.
Case 1: Loctite Corporation-International Distribution.
Case 2: Pechazur.
Case 3: MasterCard & World Championship Soccer.
Case 4: Jurassic Park.
Case 5: Disney Consumer Products in Lebanon.
VI. ORGANIZING AND CONTROLLING GLOBAL MARKETING OPERATIONS.
Case 1: Global Client Management (A1).
Case 2: Global Client Management (B1).
Case 3: Bausch & Lomb: Regional Organization.
Case 4: Hewlett Packard: European Remarketing Operation.
Case 5: Becton Dickinson: Worldwide Blood Collection Team.
Case 6: ABB's Relay Business: Building and Managing a Global Matrix.
VII. SPECIAL ISSUES IN GLOBAL MARKETING.
Case 1: Weissberg GmbH.
Case 2: Lexus & the USTR.
Case 3: Astra Sports (A).
Case 4: Astra Sports (B).
Case 5: TRADE'ex: The Stock Exchange of the Computer Industry.
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