Global Marketing Management
Summary
Global Marketing Management is the new edition of our popular Global Marketing Management:
Readings and Cases, 3/e by Buzzell, Quelch and Bartlett (AWL, 95). In this Fourth Edition,
Quelch and Bartlett have eliminated the use of readings to expand their case selection.
Features
- This
versatile paperback provides a concise set of cases that examine business development,
business government relations, and other issues that help students translate theoretical
concepts into practice.
- Most
of the 36 cases included in this book are from Harvard Business School.
- This
is a practical, hands-on text that offers students the opportunity to gain knowledge of
global marketing management issues facing managers today.
- Global
Marketing Management is applicable to any marketing or global marketing course.
Table of Contents
I. DESIGNING STRATEGIES FOR
GLOBAL COMPETITION.
Case 1: Ingvar Kamproad and
IKEA.
Case 2: Komatsu Ltd.: Progect G's and Globalization.
Case 3: Skandia AFS.
Case 4: McKinsey & Co.
Case 5: Bayer AG (A).
II. GLOBAL EXPANSION
STRATEGIES.
Case 1: Bajaj Auto Ltd.
Case 2: Mary Kay Cosmetics: Asian Market Entry.
Case 3: Vietnam: Market Entry Decisions.
Case 4: Air Miles.
Case 5: Orbital Sciences: ORBCOMM.
III. GLOBAL MARKETING
PROGRAMS.
Case 1: Gallo Rice.
Case 2: Sony Corporation: Car Navigation Systems.
Case 3: AB Sandvik Saws & Tools: The Ergo Strategy.
Case 4: Planet Reebok (A).
Case 5: DHL Worldwide Express.
IV. MARKETING IN EMERGING
MARKETS.
Case 1: Braas GmbH (A).
Case 2: Koí Holding: Aríelik White Goods.
Case 3: Harlequin Romances-Poland.
Case 4: EMDICO (A).
Case 5: Gillette Indonesia.
V. MANAGING INTERNATIONAL
PARTNERS.
Case 1: Loctite
Corporation-International Distribution.
Case 2: Pechazur.
Case 3: MasterCard & World Championship Soccer.
Case 4: Jurassic Park.
Case 5: Disney Consumer Products in Lebanon.
VI. ORGANIZING AND
CONTROLLING GLOBAL MARKETING OPERATIONS.
Case 1: Global Client
Management (A1).
Case 2: Global Client Management (B1).
Case 3: Bausch & Lomb: Regional Organization.
Case 4: Hewlett Packard: European Remarketing Operation.
Case 5: Becton Dickinson: Worldwide Blood Collection Team.
Case 6: ABB's Relay Business: Building and Managing a Global Matrix.
VII. SPECIAL ISSUES IN GLOBAL
MARKETING.
Case 1: Weissberg GmbH.
Case 2: Lexus & the USTR.
Case 3: Astra Sports (A).
Case 4: Astra Sports (B).
Case 5: TRADE'ex: The Stock Exchange of the Computer Industry.
700 pages
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