Global Marketing Management - Softcover

Quelch, John A.; Bartlett, Christopher A.

Softcover

ISBN 10: 0201350629 ISBN 13: 9780201350623

Publisher: Pearson, 1998

Synopsis

Global Marketing Management is the new edition of our popular Global Marketing Management: Readings and Cases, 3/e by Buzzell, Quelch and Bartlett (AWL, 95). In this Fourth Edition, Quelch and Bartlett have eliminated the use of readings to expand their case selection.

About this title

About the Author:

Dr. John A. Quelch is Senior Associate Dean for International Development and Lincoln Filene Professor of Business Administration at Harvard Business School. Between 1998 and 2001 he was Dean of London Business School. Prior to 1998, he was the Sebastian S. Kresge Professor of Marketing and Co-Chair of the Marketing Area at Harvard Business School. Dr. Quelch is a long-standing student of global marketing and branding in emerging as well as developed markets. Professor Quelch is the author, co-author or editor of twenty books, including The Global Market (2004), Global Marketing Management (4th edition, 1999), Cases in Advertising and Promotion Management (4th Edition, 1996) and The Marketing Challenge of Europe 1992 (2nd edition, 1991). He has published over fifty articles on marketing and public policy issues in leading management journals such as Harvard Business Review, McKinsey Quarterly and Sloan Management Review. Dr. Quelch serves as a non-executive director of WPP Group plc, the world's second largest marketing services company. Since 2002, Professor Quelch has served pro bono as Chairman of the Port Authority of Massachusetts, serves as a non-executive director of Accion International, a leading microfinance lender, and is a member of the International Advisory Board of British-American Business Inc. He has consulted to over fifty leading firms including American Airlines, Apple Computer, AT&T, Coca-Cola, Colgate-Palmolive, Fidelity Investments, General Electric, Gillette, Hoffman LaRoche, Honeywell, IBM, Novartis and Procter & Gamble. Professor Quelch was born in London, England, 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).

Bartlett is the MBA Class of 1996 Professor of Business Administration at Harvard Business School.

Synopsis:

Global Marketing Management provides a concise set of cases that examine business development, business government relations, and other issues that help students translate theoretical concepts into practice. Most of the 36 cases included in the book are from Harvard Business School.* This versatile paperback provides a concise set of cases that examine business development, business government relations, and other issues that help students translate theoretical concepts into practice. * Most of the 36 cases included in this book are from Harvard Business School. * This is a practical, hands-on text that offers students the opportunity to gain knowledge of global marketing management issues facing managers today. * Global Marketing Management is applicable to any marketing or global marketing course.

About this edition

• Publisher: Pearson
• Publication date: 1998
• ISBN 10: 0201350629
• ISBN 13: 9780201350623
• Binding: Paperback
• Edition number: 4
• Number of pages: 720