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Multinational marketing management : cases and readings / [compiled by] Robert D. Buzzell, John A. Quelch.

Contributor(s): Material type: TextTextPublication details: Reading, Mass. : Addison-Wesley, c1988.Description: x, 500 p. : ill. ; 24 cmISBN:
  • 0201079968 (pbk.) :
  • 9780201079968:
Subject(s): DDC classification:
  • 658.848
Contents:
How global companies win out / Thomas Hout, Michel E. Porter and Eileen Rudden -- Do you really have a global strategy? / Gary Hamel and C. K. Prahalad -- Benetton / James L. Heskett and Sergio Signorelli -- The world pharmaceutical industry: prospects for the 1980s / Robert D. Buzzell -- Ciba-Geigy pharmaceuticals division: multinational strategic planning / Robert D. Buzzell -- Henkel Group: umbrella branding and globalization decisions / Robert J. Dolan -- Mövenpick Unternehmungen / Ulrich Wiechmann and Kate Gillespie.
Can you standarize multinational marketing? / Robert D. Buzzell -- The globalization of markets / Theodore Levitt -- Hoover: multinational product planning / Robert D. Buzzell and Jean-Louis LeCocq -- Computervision-Japan / Rowland T. Moriarty -- Fisher-Price Benelux / Robert D. Buzzell, Carlos del Nero and Stephen Muirhead -- Minolta Camera Co., Ltd. / Ulrich Wiechmann -- British Airways / John A. Quelch.
Customizing global marketing / John A. Quelch and Edward J. Hoff -- MNCs: get off the reorganization merry-go-round / Christopher A. Bartlett -- Nestle S.A.: international marketing / John A. Quelch and Edward J. Hoff -- Chandler home products / Michael Y. Yoshino and Yaakov Keren -- Procter & Gamble Europe: Vizir launch / Christopher A. Bartlett -- Yoshida Kogyo K.K. / Ulrich Wiechmann -- Citibank: marketing to multinational customers / Robert D. Buzzell.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library Store - Ask Library Staff 658.848 (Browse shelf(Opens below)) 1 Available 22365

Includes index.

Bibliography: p. 499-500.

[Part 1] How global companies win out / Thomas Hout, Michel E. Porter and Eileen Rudden -- Do you really have a global strategy? / Gary Hamel and C. K. Prahalad -- Benetton / James L. Heskett and Sergio Signorelli -- The world pharmaceutical industry: prospects for the 1980s / Robert D. Buzzell -- Ciba-Geigy pharmaceuticals division: multinational strategic planning / Robert D. Buzzell -- Henkel Group: umbrella branding and globalization decisions / Robert J. Dolan -- Mövenpick Unternehmungen / Ulrich Wiechmann and Kate Gillespie.

[Part 2] Can you standarize multinational marketing? / Robert D. Buzzell -- The globalization of markets / Theodore Levitt -- Hoover: multinational product planning / Robert D. Buzzell and Jean-Louis LeCocq -- Computervision-Japan / Rowland T. Moriarty -- Fisher-Price Benelux / Robert D. Buzzell, Carlos del Nero and Stephen Muirhead -- Minolta Camera Co., Ltd. / Ulrich Wiechmann -- British Airways / John A. Quelch.

[Part 3] Customizing global marketing / John A. Quelch and Edward J. Hoff -- MNCs: get off the reorganization merry-go-round / Christopher A. Bartlett -- Nestle S.A.: international marketing / John A. Quelch and Edward J. Hoff -- Chandler home products / Michael Y. Yoshino and Yaakov Keren -- Procter & Gamble Europe: Vizir launch / Christopher A. Bartlett -- Yoshida Kogyo K.K. / Ulrich Wiechmann -- Citibank: marketing to multinational customers / Robert D. Buzzell.

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