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Global marketing management : a casebook.

Author: John A Quelch; Christopher A Bartlett
Publisher: Mason, OH : Thomson/South-Western, ©2006.
Edition/Format:   Book : English : 5th ed.View all editions and formats
Database:WorldCat
Summary:
"Global Marketing Management, 5e uses Harvard cases to examine the factors that affect marketing of goods and services worldwide. Emphasis is on marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of corporate operations within the global arena are also examined."--BOOK JACKET.
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Genre/Form: Case studies
Durum çalışmaları
Cas, Études de
Additional Physical Format: Online version:
Quelch, John A.
Global marketing management.
Mason, OH : Thomson/South-Western, c2006
(OCoLC)647038142
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: John A Quelch; Christopher A Bartlett
ISBN: 0324322844 9780324322842 0324323646 9780324323641
OCLC Number: 58986535
Description: viii, 680 p. : ill. ; 24 cm.
Contents: Part 1. Designing strategies for global competition --
Part 2. Global expansion strategies --
Part 3. Global marketing programs --
Part 4. Marketing in emerging markets --
Part 5. Managing international partners --
Part 6. Organizing and managing global marketing operations --
Part 7. Social enterprise and global marketing.

Abstract:

"Global Marketing Management, 5e uses Harvard cases to examine the factors that affect marketing of goods and services worldwide. Emphasis is on marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of corporate operations within the global arena are also examined."--BOOK JACKET.

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