Preço Livro - Global Marketing Management: a Casebook

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 Compet

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 Compet