Global Marketing Management / Edition 3

Global Marketing Management / Edition 3

by Robert D. Buzzell

ISBN-10: 0201539721

ISBN-13: 9780201539721

Pub. Date: 10/28/1994

Publisher: Prentice Hall Professional Technical Reference

Product Details

Prentice Hall Professional Technical Reference
Publication date:
Edition description:
Older Edition
Product dimensions:
6.20(w) x 9.12(h) x 1.08(d)

Table of Contents

The Globalization of Markets10
Global Strategy . . . In a World of Nations?30
Managing In a Borderless World53
Ingvar Kamprad and IKEA69
Grupo Televisa S.A. de C.V.96
Mary Kay Cosmetics: Asian Market Entry121
Can You Standardize Multinational Marketing?176
Customizing Global Marketing198
How Multinationals Can Counter Gray Market Imports217
Can Sales Promotion Go Global?239
Hoover: Multinational Product Planning253
Henkel Group: Umbrella Branding and Globalization Decisions277
Milkpak Limited - International Joint Venture295
Fisher-Price Benelux319
Kentucky Fried Chicken (Japan) Ltd.339
The New Country Managers373
Organizing for Worldwide Effectiveness: The Transnational Solution384
What Is a Global Manager?408
Nestle S.A.: International Marketing423
Procter & Gamble Europe: Vizir Launch455
Becton-Dickinson: Worldwide Blood Collection Team480
Citibank: Marketing to Multinational Customers507
After the Wall: Marketing Guidelines for Eastern Europe541
Pharmaceutical Marketing Practices in the Third World564
Opinion: Should Multinationals Invest in Africa?583
The Body Shop International608
Harlequin Romances - Poland632
Weissberg Gmbh663
Ciba-Geigy Pharmaceuticals: Pharma International669

Read More

Customer Reviews

Average Review:

Write a Review

and post it to your social network


Most Helpful Customer Reviews

See all customer reviews >