Global Marketing Management A Casebook
by Quelch, John A.; Bartlett, ChristopherEdition: 1st
Format: Paperback
Pub. Date: 2005-03-02
Publisher(s): South-Western College Pub
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Summary
Sometimes a story communicates more than the best instructor could ever articulate. GLOBAL MARKETING MANAGEMENT uses Harvard cases to examine the factors that affect marketing of goods and services worldwide and illustrate how top companies are overcoming the challenges facing the expanded global marketplace. The biggest hurdle to your business' success may be developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Discover what companies like Reebok, Gillette, DHL, Tesco, and others did to increase their competitive advantage in the global marketplace in GLOBAL MARKETING MANAGEMENT.
Author Biography
Christopher Bartlett is the Thomas D. Casserly, Jr. Professor of Business Administration at Harvard Graduate School of Business Administration. John Quelch is Senior Associate Dean for International Development at Harvard Business School.
Table of Contents
| Part I Designing Strategies for Global Competition | 1 | (76) | |||
|
4 | (15) | |||
|
19 | (19) | |||
|
38 | (16) | |||
|
54 | (15) | |||
|
69 | (8) | |||
| Part II Global Expansion Strategies | 77 | (112) | |||
|
80 | (24) | |||
|
104 | (28) | |||
|
132 | (19) | |||
|
151 | (20) | |||
|
171 | (18) | |||
| Part III Global Marketing Programs | 189 | (106) | |||
|
192 | (33) | |||
|
225 | (28) | |||
|
253 | (9) | |||
|
262 | (16) | |||
|
278 | (17) | |||
| Part IV Marketing in Emerging Markets | 295 | (88) | |||
|
298 | (20) | |||
|
318 | (17) | |||
|
335 | (21) | |||
|
356 | (12) | |||
|
368 | (15) | |||
| Part V Managing International Partners and Alliances | 383 | (104) | |||
|
386 | (17) | |||
|
403 | (20) | |||
|
423 | (15) | |||
|
438 | (26) | |||
|
464 | (23) | |||
| Part VI Organizing and Managing Global Marketing Operations | 487 | (96) | |||
|
491 | (16) | |||
|
507 | (18) | |||
|
525 | (15) | |||
|
540 | (27) | |||
|
567 | (16) | |||
| Part VII Social Enterprise and Global Marketing | 583 | ||||
|
587 | (18) | |||
|
605 | (12) | |||
|
617 | (26) | |||
|
643 | (20) | |||
|
663 |
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