Global Marketing ManagementPrentice Hall, 1999 - 639 halaman For graduate courses in International and Global Marketing. The leading graduate-level case text in international marketing, as well as a popular reference for practitioners, this Sixth Edition focuses on the opportunities and challenges of global markets and the threat of global competition across a broad spectrum of industries. |
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Cases in the Sixth Edition | 2 |
CASE Which Company Is Transnational? | 25 |
THE GLOBAL MARKETING ENVIRONMENT | 37 |
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advertising agreement American Aremco Benetton brand buyers cellular China Coca-Cola communication company's compete competitive advantage competitors consumer corporate cost create culture customers distribution distributors economic environment ethnocentric Euro Disney Europe European example executives export firm foreign Fuji Germany global company global marketing GNP per Capita growth Harley-Davidson Harvard Business Review home country important income increased industry International Marketing investment Japan Japanese joint venture keiretsu Kodak licensing major manufacturing market share Marketing Company marketing mix marketing strategy McDonald's ment million Multinational needs Nokia Odysseus operations organization Oriflame Pace University park PepsiCo percent population potential Principle problem profit purchase region retail segment selling soft drink Source standard subsidiary success Swatch target tariffs tion tional trade U.S. dollars United United Kingdom Wall Street Journal watch worldwide York
Buku ini dirujuk
International Marketing Strategy: Analysis, Development and Implementation Isobel Doole,Robin Lowe Pratinjau tidak tersedia - 2008 |