The Global Market: Developing a Strategy to Manage Across Borders - Couverture rigide

Couverture rigide

ISBN 10 : 0787968579 ISBN 13 : 9780787968571

Editeur : Jossey-Bass, 2004

Synopsis

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.

A propos du livre

À propos de l?auteur

John A. Quelch is senior associate dean and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001 he was dean of London Business School. Quelch is the author or coauthor of sixteen books.

Rohit Deshpandeé is Sebastian S. Kresge Professor of Marketing at Harvard Business School. His primary research interest concerns the impact of corporate culture on global marketing strategy.

Détails de l'édition

• Éditeur: Jossey-Bass
• Date d'édition: 2004
• Langue: anglais
• ISBN 10: 0787968579
• ISBN 13: 9780787968571
• Reliure: Relié
• Nombre de pages: 432
• Éditeur: Quelch John A., Deshpande Rohit
• Coordonnées du fabricant: JOSSEY-BASS; https://www.wiley.com/en-us; ; 111 River Street; Hoboken; NJ; 7030; Etats-Unis
• Personne responsable: non disponible