Global Marketing Management: A Casebook

Global Marketing Management: A Casebook
ISBN-10
0324322844
ISBN-13
9780324322842
Series
Global Marketing Management
Category
Business & Economics / General
Pages
680
Language
English
Published
2006
Publisher
Thomson/South-Western
Authors
John A. Quelch, Christopher A. Bartlett

Description

GLOBAL MARKETING MANAGEMENT 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. The greatest challenge to the complex new demands of the expanded, global marketplace comes in developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Global Marketing Managements cases provide real examples of these challenges by presenting the issues faced by domestic companies such as Bausch & Lomb, Reebok, Gillete, DHL, and international firms such as Tesco, Plc, Silvio Napoli, Bajaj Auto. These cases help readers gain an understanding of real-world marking in the international environment.

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