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Global Marketing Management John A. Quelch

Global Marketing Management von John A. Quelch

Global Marketing Management John A. Quelch

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Zusammenfassung

Global Marketing Management is the new edition of our popular Global Marketing Management: Readings and Cases, 3/e by Buzzell, Quelch and Bartlett (AWL, 95). In this Fourth Edition, Quelch and Bartlett have eliminated the use of readings to expand their case selection.

Global Marketing Management Zusammenfassung

Global Marketing Management John A. Quelch

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.

Inhaltsverzeichnis

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.

Zusätzliche Informationen

GOR003660847
9780201350623
0201350629
Global Marketing Management John A. Quelch
John A. Quelch
Gebraucht - Gut
Broschiert
Pearson Education (US)
19990208
720
N/A
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