Description |
x, 686 pages : illustrations ; 23 cm |
Contents |
The Globalization of Markets / Theodore Levitt -- Global Strategy . . . In a World of Nations? / George S. Yip -- Managing In a Borderless World / Kenichi Ohmae -- Ingvar Kamprad and IKEA / Christopher A. Bartlett and Ashish Nanda -- Grupo Televisa S.A. de C.V. / John A. Quelch and Jonathan J. Ginns -- Mary Kay Cosmetics: Asian Market Entry / John A. Quelch and Nathalie Laidler -- Can You Standardize Multinational Marketing? / Robert D. Buzzell -- Customizing Global Marketing / John A. Quelch and Edward J. Hoff -- How Multinationals Can Counter Gray Market Imports / S. Tamer Cavusgil and Ed Sikora -- Can Sales Promotion Go Global? / Kamran Kashani and John A. Quelch -- Hoover: Multinational Product Planning / Robert D. Buzzell and Jean-Louis LeCocq -- Henkel Group: Umbrella Branding and Globalization Decisions / Robert J. Dolan -- Milkpak Limited - International Joint Venture / John A. Quelch and Afroze A. Mohammed |
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Fisher-Price Benelux / Robert D. Buzzell, Carlos del Nero and Stephen Muirhead -- Kentucky Fried Chicken (Japan) Ltd. / Christopher A. Bartlett and U. Srinivasa Rangan -- The New Country Managers / John A. Quelch -- Organizing for Worldwide Effectiveness: The Transnational Solution / Christopher A. Bartlett and Sumantra Ghoshal -- What Is a Global Manager? / Christopher A. Bartlett and Sumantra Ghoshal -- Nestle S.A.: International Marketing / John A. Quelch and Edward J. Hoff -- Procter & Gamble Europe: Vizir Launch / Christopher A. Bartlett -- Becton-Dickinson: Worldwide Blood Collection Team / Christopher A. Bartlett and Kathleen Scharf -- Citibank: Marketing to Multinational Customers / Robert D. Buzzell -- After the Wall: Marketing Guidelines for Eastern Europe / John A. Quelch, Eric Joachimsthaler and Jose Luis Nueno -- Pharmaceutical Marketing Practices in the Third World / N. Craig Smith and John A. Quelch |
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Opinion: Should Multinationals Invest in Africa? / John A. Quelch and James E. Austin -- The Body Shop International / Christopher A. Bartlett, Kenton Elderkin, Krista McQuade and Myra Hart -- Harlequin Romances - Poland / John A. Quelch and Nathalie Laidler -- Weissberg Gmbh / John A. Quelch -- Ciba-Geigy Pharmaceuticals: Pharma International / N. Craig Smith and John A. Quelch |
Bibliography |
Includes bibliographical references |
Subject |
Export marketing -- Management -- Case studies.
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Export marketing -- Management.
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Author |
Bartlett, Christopher A., 1943-
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Buzzell, Robert D. (Robert Dow), 1933-
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Quelch, John A.
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LC no. |
94020690 |
ISBN |
0201539721 (paperback) |
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