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001 15697066
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008 870429s1988 maua b 001 0 eng
010 _a87012599
020 _a0201079968 (pbk.) :
_c$26.95
020 _a9780201079968:
_c£21.95
040 _aDLC
_cDLC
_dFPT
_dUKM
_dOCL
049 _aTIZA
_b22365
072 7 _aKJMV7
_2thema
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.
300 _ax, 500 p. :
_bill. ;
_c24 cm.
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.
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.
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.
590 _a22.68
650 0 _aExport marketing
_xManagement
_931291
650 0 _aExport marketing
_xManagement
_vCase studies
_931292
650 7 _aSales & marketing management
_2thema
_956446
700 1 _aBuzzell, Robert D.
_q(Robert Dow),
_d1933-
_919601
700 1 _aQuelch, John A.
_918424
902 _a160222
903 _aMARS
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