The Global Market

Developing A Strategy To Manage Across Borders

Editor: John A.Quelch

John Wiley And Sons Ltd (United States), 2004
Hardback, 432 pages
Size: 233x159 mm
ISBN: 9780787968571
ISBN-10: 0787968579

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The Global Market

Discusses the twin forces of ideological and technological change that make globalization the most important issue facing executives. This book shows how many companies who have developed a global strategy, face the challenge of balancing a multinational presence with demands of the 'unglobal consumer' who does not have a 'one size fits all' need.

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John A. Quelch
Globalization
Interdisciplinary studies
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