Global Marketing Management / Edition 3

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Product Details

  • ISBN-13: 9780201539721
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 10/28/1994
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 704
  • Product dimensions: 6.20 (w) x 9.12 (h) x 1.08 (d)

Table of Contents

The Globalization of Markets 10
Global Strategy . . . In a World of Nations? 30
Managing In a Borderless World 53
Ingvar Kamprad and IKEA 69
Grupo Televisa S.A. de C.V. 96
Mary Kay Cosmetics: Asian Market Entry 121
Can You Standardize Multinational Marketing? 176
Customizing Global Marketing 198
How Multinationals Can Counter Gray Market Imports 217
Can Sales Promotion Go Global? 239
Hoover: Multinational Product Planning 253
Henkel Group: Umbrella Branding and Globalization Decisions 277
Milkpak Limited - International Joint Venture 295
Fisher-Price Benelux 319
Kentucky Fried Chicken (Japan) Ltd. 339
The New Country Managers 373
Organizing for Worldwide Effectiveness: The Transnational Solution 384
What Is a Global Manager? 408
Nestle S.A.: International Marketing 423
Procter & Gamble Europe: Vizir Launch 455
Becton-Dickinson: Worldwide Blood Collection Team 480
Citibank: Marketing to Multinational Customers 507
After the Wall: Marketing Guidelines for Eastern Europe 541
Pharmaceutical Marketing Practices in the Third World 564
Opinion: Should Multinationals Invest in Africa? 583
The Body Shop International 608
Harlequin Romances - Poland 632
Weissberg Gmbh 663
Ciba-Geigy Pharmaceuticals: Pharma International 669
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