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Cases in Strategic Marketing Management: Business Strategies in Muslim Countries / Edition 1
     

Cases in Strategic Marketing Management: Business Strategies in Muslim Countries / Edition 1

by John A. Quelch
 

ISBN-10: 0130283576

ISBN-13: 9780130283573

Pub. Date: 05/03/2000

Publisher: Pearson Education

With fascinating cases and a rare insight into the business practices of the Middle East, this book discusses the limitations, challenges—and opportunities—Western companies can expect to encounter when marketing in middle eastern countries. Discussion of reasons for Western multinationals avoidance of marketing in the Middle East educates readers in the

Overview

With fascinating cases and a rare insight into the business practices of the Middle East, this book discusses the limitations, challenges—and opportunities—Western companies can expect to encounter when marketing in middle eastern countries. Discussion of reasons for Western multinationals avoidance of marketing in the Middle East educates readers in the obstacles that have prevented Western marketers from seeking markets in this part of the world. Examination of political and cultural fragmentation in the Middle East helps readers understand the existing economic differences in the region. The changing political climate in the Middle East is discussed, offering readers promising examples of the regions trend of openness to outsiders. The influence of Islamic principles on marketing and business relations is examined. The position and customs of Muslim women, and their potential as a strong market, is considered. Discussion of the cultural and religious differences that influence how business transactions are handled in this region acquaints readers with the subtle practices and customs of the Muslim culture in business negotiations. An excellent resource for professionals working in this area of the world.

Product Details

ISBN-13:
9780130283573
Publisher:
Pearson Education
Publication date:
05/03/2000
Pages:
178
Product dimensions:
7.04(w) x 9.21(h) x 0.65(d)

Table of Contents

1. Introduction.
2. Penetrating An Emerging Market.
Case: Daewoo's Globalization: Uz-Daewoo Auto Project, John A. Quelch and Chanhi Park.

3. Planning a Joint Venture.
Case: Milkpak Limited—International Joint Venture, John A. Quelch and Afroze A. Mohammed.

4. Exploiting Market Leadership.
Case: Koç Holding: Arçelik White Goods, John A. Quelch and Robin Root.

5. Achieving International Expansion.

Case: Hikma Pharmaceuticals, John A. Quelch and Robin Root.

6. Developing the Marketing Plan.
Case: Gillette Indonesia, John A. Quelch and Diane E. Long.

7. Product Line Planning.
Case: SADAFCO, David J. Arnold.

8. Launching a New Identity.
Case: Project Blue, John A. Quelch.

9. Securing Distribution.
Case: Disney Consumer Products in Lebanon, John A. Quelch, Jean-Marc Ingea, and Barbara Feinberg.

10. Recapturing Market Share.
Case: EMDICO (A), John A. Quelch and Yoshinori Fujikawa.

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