Global Marketing Management: A Casebook

GLOBAL MARKETING MANAGEMENT uses Harvard cases to examine the factors that affect marketing of goods and services worldwide. Emphasis is on marketing strategies of domestic marketers to international operations and the institutional structure that exists in international markets. Marketing strategies of corporate operations within the global arena are also examined. The greatest challenge to the complex new demands of the expanded, global marketplace comes in developing the organizational capabilities and managerial competencies to implement a clearly defined strategic intent. Global Marketing Management's cases provide real examples of these challenges by presenting the issues faced by domestic companies such as Bausch & Lomb, Reebok, Gillete, DHL, and international firms such as Tesco, Plc, Silvio Napoli, Bajaj Auto. These cases help readers gain an understanding of real-world marking in the international environment.

This undergraduate text contains 35 case studies offering examples of the formidable tasks faced by international business in an expanded global marketplace. Quelch (international development, Harvard) and Bartlett (business administration, Harvard) utilize these specific examples as a launching point for their foray into issues involving global competition and expansion strategies, global marketing programs including those in emerging markets, international partner and alliance management, the organization and managing of global marketing, and social enterprise. Annotation ©2004 Book News, Inc., Portland, OR

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).

Christopher Bartlett, Ph.D. is a Professor of Business Administration at Harvard Business School where he currently teaches courses in global strategy, organization and management and holds the Thomas D. Casserly Chair. Professor Bartlett has both masters and doctorate degrees in business administration from Harvard University. Before joining the faculty of Harvard Business School, Dr. Bartlett was a marketing manager with Alcoa in Australia, a management consultant in McKinsey's London office, and general manager at Baxter Laboratories' subsidiary company in France. He is also a graduate of the University of Queensland. Dr Bartlett is currently a director of Flowserve (NYSE:FLS), a global supplier of equipment to the process industries.