Global marketing management cases and readings

• Other Authors: Quelch, John A 1943- (Editor), Bartlett, Christopher A. 1943- Robert Dow, Buzzell, Robert D. 1933- Robert Dow
• Format: Unknown
• Published: Reading, Mass. Addison-Wesley Pub. Co. 1995; ©1995
• Edition: Third Edition
• Subjects: Export marketing > Management; Export marketing > Case studies > Management
• Online Access: Click Here to View Status and Holdings.
• Physical Description: x, 686 pages illustrations 23 cm
• Bibliography: Includes bibliographical references and index
• ISBN: 0201539721

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.