Global Marketing Strategy: An Executive Digest

April 24, 2018|
Global Marketing Strategy: An Executive Digest by Bodo B. Schlegelmilch
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This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters programs. In a systematic yet concise manner, it addresses all major issues companies face when conducting business across national and cultural boundaries, including assessing and selecting the most promising overseas markets, evaluating market entry alternatives, examining the forces that drive adaptation versus standardization of the marketing mix. It looks at the various global marketing challenges from a strategic perspective and also addresses topics not usually found in international marketing texts, such as aligning marketing strategies with global organizational structures, managing the relationship between national subsidiaries, regional headquarters and global headquarters, as well as corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

Marketing: A Global Discipline.- Assessing Global Market Opportunities.- Entering Global Markets.- Segmenting Targeting and Positioning in Global Markets.- Creating Global Product and Service Offerings.- Extracting Value from Global Operations.- Global Supply Chains and Distribution Networks.- Global Branding and Communication.- Organi...
Title:Global Marketing Strategy: An Executive Digest
Product dimensions:249 pages, 9.25 X 6.1 X 0 in
Shipping dimensions:249 pages, 9.25 X 6.1 X 0 in
Published:April 24, 2018
Publisher:Springer International Publishing
Appropriate for ages:All ages
ISBN - 13:9783319799216

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