The global market : developing a strategy to manage across borders / [printed text] / John A. Quelch, Editor ; Rohit Deshpande, Editor . - San Francisco : Jossey-Bass Publishers, 2004 . - viii, 424 p. : ill. ; 24 cm.
ISBN : 978-0-7879-6857-1
"The papers in this book capture some of the latest creative thinking on how to tackle the design and implementation of global marketing strategies". - Raoul Pinnell, vice president, global brands and communications Shell International

Class number:	658.84
Abstract:	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.
Contents note:	Introduction Part One: Developing the Global Mind-Set - 1. Theodore Levitt's "The Globalization of Markets": An Evaluation After Two Decades; 2. "The Globalization of Markets": A Retrospective with Theodore Levitt; 3. "The Globalization of Markets" Revisited: Japan After Twenty Years Part Two: Managing the Global Business 4. Rooting Marketing Strategy in Human Universals; 5. Organizing Multinational Companies for Collaborative Advantage Part Three: Managing Global Products 6. Global Standardization versus Localization: a Case Study and a Model; 7. It's a Small World After All...or Is It? The State of Globalization in the Worldwide Automotive Industry Part Four: Managing Global Brands 8. Strategies for Managing Brand and Product in International Markets; 9. Managing the Global Brand: A Typology of Consumer Perceptions Part Five: Managing Global Services 10. The Globalization of Marketing Services; 11. Cost Economies in the Global Advertising and Marketing Services Business Part Six: Managing Global Supply and Distribution 12. Managing Global Supply Chains; 13. Globalization in Retailing Part Seven: Setting the Global Agenda 14. The Empire Strikes Flak: Powerful Companies and Political Backlash; 15. Globalization and the Poor Notes and References; The Authors; Index.