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Global marketing management : cases and readings

Author: Robert D Buzzell; John A Quelch; Christopher A Bartlett
Publisher: Reading, Mass. : Addison-Wesley Pub. Co., ©1995.
Edition/Format:   Book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:

A collection of case studies and ratings in international marketing, focusing on companies with bases around the world. Taking a global approach, this edition covers: cases and readings on marketing  Read more...

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Genre/Form: Case studies
[manuel]
Additional Physical Format: Online version:
Global marketing management.
Reading, Mass. : Addison-Wesley Pub. Co., c1995
(OCoLC)646994260
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Robert D Buzzell; John A Quelch; Christopher A Bartlett
ISBN: 0201539721 9780201539721
OCLC Number: 30624384
Description: x, 686 p. : ill. ; 23 cm.
Contents: 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.
Responsibility: [edited by] Robert D. Buzzell, John A. Quelch, Christopher A. Bartlett.

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