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001 | 15697066 | ||
005 | 20201215152035.0 | ||
008 | 870429s1988 maua b 001 0 eng | ||
010 | _a87012599 | ||
020 |
_a0201079968 (pbk.) : _c$26.95 |
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020 |
_a9780201079968: _c£21.95 |
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_aDLC _cDLC _dFPT _dUKM _dOCL |
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_aTIZA _b22365 |
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072 | 7 |
_aKJMV7 _2thema |
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082 | _a658.848 | ||
245 | 1 | 0 |
_aMultinational marketing management : _bcases and readings / _c[compiled by] Robert D. Buzzell, John A. Quelch. |
260 |
_aReading, Mass. : _bAddison-Wesley, _cc1988. |
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300 |
_ax, 500 p. : _bill. ; _c24 cm. |
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500 | _aIncludes index. | ||
504 | _aBibliography: p. 499-500. | ||
505 | 0 |
_a[Part 1] _tHow global companies win out / Thomas Hout, Michel E. Porter and Eileen Rudden -- _tDo you really have a global strategy? / Gary Hamel and C. K. Prahalad -- _tBenetton / James L. Heskett and Sergio Signorelli -- The _tworld pharmaceutical industry: prospects for the 1980s / Robert D. Buzzell -- _tCiba-Geigy pharmaceuticals division: multinational strategic planning / Robert D. Buzzell -- _tHenkel Group: umbrella branding and globalization decisions / Robert J. Dolan -- _tMövenpick Unternehmungen / Ulrich Wiechmann and Kate Gillespie. |
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505 | 0 |
_a[Part 2] _tCan you standarize multinational marketing? / Robert D. Buzzell -- The _tglobalization of markets / Theodore Levitt -- _tHoover: multinational product planning / Robert D. Buzzell and Jean-Louis LeCocq -- _tComputervision-Japan / Rowland T. Moriarty -- _tFisher-Price Benelux / Robert D. Buzzell, Carlos del Nero and Stephen Muirhead -- _tMinolta Camera Co., Ltd. / Ulrich Wiechmann -- _tBritish Airways / John A. Quelch. |
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505 | 0 |
_a[Part 3] _tCustomizing global marketing / John A. Quelch and Edward J. Hoff -- _tMNCs: get off the reorganization merry-go-round / Christopher A. Bartlett -- _tNestle S.A.: international marketing / John A. Quelch and Edward J. Hoff -- _tChandler home products / Michael Y. Yoshino and Yaakov Keren -- _tProcter & Gamble Europe: Vizir launch / Christopher A. Bartlett -- _tYoshida Kogyo K.K. / Ulrich Wiechmann -- _tCitibank: marketing to multinational customers / Robert D. Buzzell. |
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590 | _a22.68 | ||
650 | 0 |
_aExport marketing _xManagement _931291 |
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650 | 0 |
_aExport marketing _xManagement _vCase studies _931292 |
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650 | 7 |
_aSales & marketing management _2thema _956446 |
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700 | 1 |
_aBuzzell, Robert D. _q(Robert Dow), _d1933- _919601 |
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700 | 1 |
_aQuelch, John A. _918424 |
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