Global Marketing Management: A Casebook＜5版＞ pdf epub mobi txt 电子书下载 2024

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出版者出版社：华泰文化订阅出版社新书快讯新功能介绍

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出版日期出版日期：2005/06/03

语言语言：英文

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发表于2024-04-30

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　　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 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.