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Name: Global Marketing Management. Cases and Readings. 3rd ed.
Author: Buzzell, R. D. / J. A. Quelch et al.
ISBN: 978-0-201-53972-1

Global Marketing Management. Cases and Readings. 3rd ed.

・ISBN 978-0-201-53972-1 paper

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著者・編者	Buzzell, R. D. / J. A. Quelch et al.,
出版社	(Addison-Wesley, US)
出版年月	1995
ページ数	672 pp.
言語	ENG
ニュース番号	＜414-438＞

解説

This revised edition provides a wide collection of case studies and ratings in international marketing. The authors, authorities in the field, focus on companies - such as Hoover, Fisher-Price and The Body Shop International - with bases around the world. Taking a global approach, features of this edition include: new cases covering corporate social responsibility in an international context and in a hyper inflation economy; cases and readings on marketing products in Eastern Europe; and coverage of special issues in global marketing such as marketing in the Third World. This work is intended for students taking an advanced course/MBA in International and Multinational Marketing.