Global Marketing Management / Edition 4

Global Marketing Management / Edition 4

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by John A. Quelch, Christopher A. Bartlett
     
 

This book examines business development, business and government relations, and other issues that help the reader translate theoretical concepts into practice. Most of the 36 cases presented are from Harvard Business School. See more details below

Overview

This book examines business development, business and government relations, and other issues that help the reader translate theoretical concepts into practice. Most of the 36 cases presented are from Harvard Business School.

Product Details

ISBN-13:
9780201350623
Publisher:
Pearson Education
Publication date:
11/23/1998
Edition description:
4TH, REVISED
Pages:
720
Product dimensions:
8.06(w) x 9.23(h) x 1.14(d)

Table of Contents

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: Koí Holding: Aríelik 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.

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