Sometimes a story communicates more than the best instructor could ever articulate. GLOBAL MARKETING MANAGEMENT uses Harvard cases to examine the factors that affect marketing of goods and services worldwide and illustrate how top companies are overcoming the challenges facing the expanded global marketplace. The biggest hurdle to your business' success may be developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Discover what companies like Reebok, Gillette, DHL, Tesco, and others did to increase their competitive advantage in the global marketplace in GLOBAL MARKETING MANAGEMENT.

Table of Contents

Part I. Designing Strategies for Global Competition 1. Philips vs. Matsushita: A New Century, A New Round 2. Global Wine Wars: New World Challenges The Old (A) 3. Tesco Plc 4. Li & Fung: Beyond ?Filling in the Mosaic? 1995-1998 5. Hikma Pharmaceuticals Part II. Global Expansion Strategies 6. Bajaj Auto Ltd. 7. Mary Kay Cosmetics: Asian Market Entry 8. Real Madrid Club De Futbol 9. Brioni 10. BRL Hardy: Globalizing an Australian Wine Company Part III. Global Marketing Programs 11. Sony Corporation: Car Navigation Systems 12. Planet Reebok 13. Heineken NV: Global Branding and Advertising 14. DHL Worldwide Express 15. Acer America: Development of the Aspire Part IV. Marketing in Emerging Markets 16. Zucamor S.A.: Global Competition in Argentina 17. Jollibee Food Corporation (A) 18. Harlequin Romances ? Poland 19. Gillette Indonesia 20. Koc Holding: Arcelik White Goods Part V. Managing International Partners and Alliances 21. Loctite Corporation ? International Distribution 22. Pechazur 23. Milkpak Limited ? International Joint Venture 24. MasterCard and World Championship Soccer 25. WWF Part VI. Organizing and Controlling Global Marketing Operations 26. P & G Japan: The SK-II Globalization Project 27. Silvio Napoli at Schindler India 28. Samsung Electronics Company: Global Marketing Operations 29. Bausch & Lomb: Regional Organization Part VII. Social Enterprise and Global Marketing 30. Genzyme?s Gaucher Initiative: Global Risk And Responsibility 31. IBM On Demand Community 32. Accion International 33. Amnesty International