عنوان

The global market :

0787968579

9780787968571

b525136

The global market :

[Book]

developing a strategy to manage across borders /

John Quelch, Rohit Deshpande, editors.

1st ed.

San Francisco :

Jossey-Bass,

©2004.

viii, 424 pages :

illustrations ;

24 cm.

The Jossey-Bass business & management series

Includes bibliographical references (pages 361-386) and index.

Theodore Levitt's "The globalization of markets" : an evaluation after two decades / Richard S. Tedlow, Rawi Abdelal -- "The globalization of markets" : a retrospective with Theodore Levitt / Stephen A. Greyser -- "The globalization of markets" revisited : Japan after twenty years / Hirotaka Takeuchi -- Rooting marketing strategy in human universals / Luc Wathieu, Yu Liu, Gerald Zaltman -- Organizing multinational companies for collaborative advantage / Morten T. Hansen, Nitin Nohria -- Global standardization versus localization : a case study and a model / Pankaj Ghemawat -- It's a small world after all ... or is it? The state of globalization in the worldwide automotive industry / Nick Scheele -- Strategies for managing brand and product in international markets / Hans-Willi Schroiff, David J. Arnold -- Managing the global brand : a typology of consumer perceptions / Douglas B. Holt, John A. Quelch, Earl L. Taylor -- The globalization of marketing services / Martin Sorrell -- Cost economies in the global advertising and marketing services business / Alvin J. Silk, Ernst R. Berndt -- Managing global supply chains / Anath Raman, Noel Watson --Globalization of retailing / David E. Bell, Rajiv Lal, Walter Salmon -- The empire strikes flak : powerful companies and political backlash / Daniel Litvin -- Globalization and the poor / V. Kasturi Rangan, Arthur McCaffrey.

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Global market.

Export marketing-- Management.

Globalization.

International business enterprises-- Marketing.

Deshpande, Rohit.

Quelch, John A.

[Book]

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