GLOBAL MARKETING MANAGEMENT uses Harvard cases to examine the factors that affect marketing of goods and services worldwide. Emphasis is on marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of corporate operations within the global arena are also examined. The greatest challenge to the complex new demands of the expanded, global marketplace comes in developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Global Marketing Management’s cases provide real examples of these challenges by presenting the issues faced by domestic companies such as Bausch & Lomb, Reebok, Gillete, DHL, and international firms such as Tesco, Plc, Silvio Napoli, Bajaj Auto. These cases help readers gain an understanding of real-world marking in the international environment.
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PARTI DESIGNING STRATEGIES FOR GLOBAL COMPETITION
Ch.1 Philips vs. Matsushita: A New Century, A New Round
Ch.2 Global Wine Wars: New World Challenges The Old (A)
Ch.3 Tesco Plc
Ch.4 Li & Fung: Beyond “Filling in the Mosaic” 1995-1998
Ch.5 Hikma Pharmaceuticals
PARTII GLOBAL EXPANSION STRATEGIES
Ch.6 Bajaj Auto Ltd.
Ch.7 Mary Kay Cosmetics: Asian Market Entry
Ch.8 Real Madrid Club De Futbol
Ch.9 Brioni
Ch.10 BRL Hardy: Globalizing an Australian Wine Company
PARTⅢ. GLOBAL MARKETING PROGRAMS
Ch.11 Sony Corporation: Car Navigation Systems
Ch.12 Planet Reebok
Ch.13 Heineken NV: Global Branding and Advertising
Ch.14 DHL Worldwide Express
Ch.15 Acer America: Development of the Aspire
PARTIV MARKETING IN EMERGING MARKETS
Ch.16 Zucamor S.A.: Global Competition in Argentina
Ch.17 Jollibee Food Corporation (A)
Ch.18 Harlequin Romances – Poland
Ch.19 Gillette Indonesia
Ch.20 Koc Holding: Arcelik White Goods
PARTV MANAGING INTERNATIONAL PARTNERS AND ALLIANCES
Ch.21 Loctite Corporation – International Distribution
Ch.22 Pechazur
Ch.23 Milkpak Limited – International Joint Venture
Ch.24 MasterCard and World Championship Soccer
Ch.25 WWF
PARTVI ORGANIZING AND CONTROLLING GLOBAL MARKETING OPERATIONS
Ch.26 P & G Japan: The SK-II Globalization Project
Ch.27 Silvio Napoli at Schindler India
Ch.28 Samsung Electronics Company: Global Marketing Operations
Ch.29 Bausch & Lomb: Regional Organization
PARTVII SOCIAL ENTERPRISE AND GLOBAL MARKETING
Ch.30 Genzyme’s Gaucher Initiative: Global Risk And Responsibility
Ch.31 IBM On Demand Community
Ch.32 Accion International
Ch.33 Amnesty International