John A. Quelch Christopher A. Bartlett
Global Marketing Management: A Casebook
July 07, 2019 Comments.. 586
Global Marketing Management A Casebook 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 o
  • Title: Global Marketing Management: A Casebook
  • Author: John A. Quelch Christopher A. Bartlett
  • ISBN: 9780324322842
  • Page: 321
  • Format: Paperback
  • 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 grGLOBAL 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.
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      John A. Quelch Christopher A. Bartlett

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