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Quelch, John A. (EDT)/ Deshpande, Rohit/ Quelch, John A./ Deshpande, Rohit (EDT) 作者

Jossey-Bass

译者

2004-05-31 出版日期

432 页数

USD 48.00 价格

Hardcover

丛书系列

9780787968571 图书编码

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The Global Market 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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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.

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