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Global Marketing Management: A Casebook

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Global Marketing Management: A Casebook

Sixth Edition   Quelch, © 2017, 394 pages

This textbook is suitable for an MBA marketing course.

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Instructor’s Manual
The Instructor’s Manual consists of individual cases with objectives, teaching notes, assignment questions and analysis to better assist you with your teaching curriculum.

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About the Author

John Quelch person
John A. Quelch is the Charles Edward Wilson Professor of Business Administration at Harvard Business School. Between 2011 and 2013, he was dean of the China Europe International Business School. Between 2001 and 2011, he was senior associate dean and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001 he was dean of London Business School. Before 1998, he was the Sebastian S. Kresge Professor of Marketing and co-chair of the marketing area at Harvard Business School.

Quelch is a long-standing student of global marketing and branding in emerging as well as developed markets. He is the author, co-author, or editor of twenty-five books including All Business Is Local (2011), Greater Good (2008), The Global Market (2004), The New Global Brands (2005), Cases in Advertising and Promotion Management (4th edition, 1996), and The Marketing Challenge of Europe 1992 (2nd edition, 1991). He has published more than fifty articles on marketing and public policy issues in leading management journals such as Harvard Business review, McKinsey Quarterly, and Sloan Management Review.

Quelch serves as a non-executive director of Aramark, the world's second-largest food service and facilities management company. He previously served for twenty-five years as a non-executive director of WPP Group plc, the world's largest marketing services company. He is a member of the International Advisory Board of British-American Business, Inc. He has been a consultant to more than fifty leading firms, including American Airlines, Apple Computer, AT&T, Coca-Cola, Colgate-Palmolive, Fidelity Investments, General Electric, Gillette, Honeywell, IBM, Novartis, Proctor & Gamble, Roche and Samsung.

Quelch was born in London, England, and was educated at Exeter College, Oxford University (BA and MA), the Wharton School of the University of Pennsylvania (MBA), the Harvard School of Public Health (MS), and Harvard Business School (DBA).

Description

During the last quarter century, international business was shaken by a revolution in global competition unlike any previously experienced. As companies move through the twenty-first century, they need to be aware of the range of powerful, dynamic, and often conflicting forces shaping the emerging competitive environment. The globalization of markets, the increasing homogeneity of customer needs worldwide, the impact of the digital economy, and progressively falling tariffs in the face of occasional protectionist reversals together mean that few companies can afford to remain focused on their domestic markets.

Managers responsible for marketing in a multinational or global enterprise must design appropriate marketing programs for each national market. To some extent, each country must be treated as a separate marketplace, because each has its own legal requirements, cultural traditions, and business methods, and most have their own currencies. The dramatic changes in strategic thinking and organizational relationships have made the boom in alliances, consortia, and strategic partnerships a worldwide phenomenon.

Sensing, analyzing, and developing appropriate responses to the complex new demands of the expanded, global marketplace is difficult, and the greatest challenge comes in developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. This book of cases provides real examples of these challenges.

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