Global marketing management

de Robert D. Buzzell, John A. Quelch, Christopher A. Bartlett

"Part 1 deals with the design of strategies for global competition. Parts 2 and 3 deal with global marketing programs and organizing and controlling marketing operations, respectively. Part 4 is devoted to special issues in global marketing ... Part 4 ... contains cases and readings ... on marketing in Eastern Europe and in developing countries."-- Pref.