Global Marketing Management: A Casebook pdf epub fb2

Global Marketing Management: A Casebook by John A. Quelch, Christopher Bartlett pdf epub fb2

Global Marketing Management: A Casebook Author: John A. Quelch, Christopher Bartlett
Title: Global Marketing Management: A Casebook
ISBN: 0324322844
ISBN13: 978-0324322842
Other Formats: azw mbr doc txt
Pages: 680 pages
Publisher: Cengage Learning; 1 edition (March 2, 2005)
Language: English
Category: Business & Money
Size PDF version: 1513 kb
Size EPUB version: 1428 kb
Subcategory: Marketing & Sales




GLOBAL MARKETING MANAGEMENT uses Harvard cases to examine the factors that affect marketing of goods and services worldwide. Emphasis is on marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of corporate operations within the global arena are also examined. The greatest challenge to the complex new demands of the expanded, global marketplace comes in developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Global Marketing Management's cases provide real examples of these challenges by presenting the issues faced by domestic companies such as Bausch & Lomb, Reebok, Gillete, DHL, and international firms such as Tesco, Plc, Silvio Napoli, Bajaj Auto. These cases help readers gain an understanding of real-world marking in the international environment.