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商品編號： 9-508-009 出版日期： 2007/10/23 作者姓名： Quelch, John A.;Labatt-Randle, Jacquie 商品類別： Marketing 商品規格： 30p 再版日期： 地域： Mexico;China 產業： Retail trade 個案年度： 2004 - 2005
商品敘述：
In February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each plan sought to maximize the business potential in the local market. Burton had to assess the plans from a global perspective.
涵蓋領域：
Marketing strategy;Global marketing;Health and behavioral science;Branding;Product introduction;International business;Globalization
相關資料：
Case Teaching Note, (5-508-020), 9p, by John A. Quelch;Spreadsheet Supplement, (XLS222), 0p, by John A. Quelch, Jacquie Labatt-Randle
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