The Global Market: Developing a Strategy to Manage Across Borders Contributor(s): Quelch (Author), Deshpande (Author) |
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ISBN: 0787968579 ISBN-13: 9780787968571 Publisher: John Wiley & Sons OUR PRICE: $57.00 Product Type: Hardcover - Other Formats Published: May 2004 Annotation: Contributors include Rawi Abdelal, David J. Arnold, David Bell, Ernst R. Berndt, Pankaj Ghemawat, Stephen A. Greyser, Morten T. Hansen, Douglas B. Holt, Rajiv Lal, Daniel Litvin, Yu Liu, Arthur McCaffrey, Nitin Nohria, John A. Quelch, Ananth Raman, V. Kasturi Rangan, Walter Salmon, Nick Scheele, Hans-Willi Schroiff, Alvin J. Silk, Martin Sorrell, Hirotaka Takeuchi, Earl L. Taylor, Richard S. Tedlow, Luc Wathieu, Noel Watson, and Gerald Zaltman Praise for "The Global Market" "The papers in this book capture some of the latest creative thinking on how to tackle the design and implementation of global marketing strategies." "A thoughtful examination of some of the critical issues faced by both practitioners and academics concerned with global marketing. The papers take a fresh look at questions such as the impact of regionalization, pressures to integrate and/or fragment strategy, managing global firms, and marketing in poor countries." "The challenges affecting global marketers today are more complex and more important than ever. This book provides intelligent guidance on all the major issues." "Two key challenges facing marketers are how to balance globalization and localization, and how to balance corporate branding versus product branding around the world. This book provides intelligent guidance on both." |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - Multilevel |
Dewey: 658.84 |
LCCN: 2004003711 |
Series: Jossey-Bass Business & Management |
Physical Information: 1.33" H x 6.28" W x 9.28" (1.55 lbs) 432 pages |
Descriptions, Reviews, Etc. |
Publisher Description: The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the unglobal consumer who does not have a one size fits all need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development. |