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International marketing : competing in a global marketplace

Author: John A Quelch; K T Sullivan; Insight Media (Firm)
Publisher: New York, NY : Distributed by Insight Media, ©1999.
Series: Introduction to marketing, competing in the 21st century.
Edition/Format:   VHS video : VHS tape   Visual material : EnglishView all editions and formats
Summary:
John A. Quelch presents a program in which he takes viewers behind the scenes to look at marketing and how it works. This is the final program in a video series in which experts and marketing professionals examine key principles of modern marketing, using real-world campaigns and brands to illustrate each of the issues involved in building a marketing strategy. The series uses case studies to illustrate the  Read more...
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Details

Genre/Form: Case studies
Material Type: Videorecording
Document Type: Visual material
All Authors / Contributors: John A Quelch; K T Sullivan; Insight Media (Firm)
OCLC Number: 49406715
Performer(s): Presenter, John A. Quelch.
Description: 1 videocassette (60 min.) : sound, color ; 1/2 in.
Details: VHS.
Series Title: Introduction to marketing, competing in the 21st century.
Other Titles: Competing in a global marketplace
Responsibility: producer, K.T. Sullivan.

Abstract:

John A. Quelch presents a program in which he takes viewers behind the scenes to look at marketing and how it works. This is the final program in a video series in which experts and marketing professionals examine key principles of modern marketing, using real-world campaigns and brands to illustrate each of the issues involved in building a marketing strategy. The series uses case studies to illustrate the marketing and branding strategies of top companies. Sections of this program deal with the international marketplace; deciding whether to go global; market entry; emerging international markets; and multinational corporations.

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