Global Marketing Management: A Casebook
Thomson/South-Western, 2006 - Business & Economics - 680 pages
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 Managements 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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Designing Strategies for Global
New World Challenges
16 other sections not shown
ACCION ACCION International advertising Argelik Australia brand Brioni car navigation systems cephs Ceredase China clients company's competitive competitors consumer corporate cosmetics cost countries customers distributors Europe European executives Exhibit export focus France funds Fung Genzyme global growth Harlequin Harlequin novels Harvard Business School Hikma Hong Kong included income increased industry initiative International investment Japan Japanese joint venture Jollibee launch Li & Fung Loctite major managers manufacturing market share MasterCard ment microfinance milk Milkpak million º º operations organization packaging partners partnership Pechazur players product line profit purchase Real Madrid Reebok regional responsibility retail revenues Samsung shrimp SK-II soccer sold Sony Source sponsorship strategy subsidiaries television Tesco tion Total United Kingdom units per kg wine World Cup World Vision worldwide