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Global Marketing Strategy

- An Executive Digest
Af: Bodo B. Schlegelmilch Engelsk Paperback

Global Marketing Strategy

- An Executive Digest
Af: Bodo B. Schlegelmilch Engelsk Paperback
Tjek vores konkurrenters priser
This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master''s 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, and 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 and 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.

A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: 
 
- More than 400 PowerPoint slides covering the material in each chapter
- Open Ended Questions 
- A comprehensive multiple choice test bank with solutions

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This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master''s 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, and 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 and 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.

A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: 
 
- More than 400 PowerPoint slides covering the material in each chapter
- Open Ended Questions 
- A comprehensive multiple choice test bank with solutions

Vis mere
Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 416
ISBN-13: 9783030906672
Indbinding: Paperback
Udgave:
ISBN-10: 3030906671
Kategori: International handel
Udg. Dato: 18 feb 2023
Længde: 28mm
Bredde: 157mm
Højde: 235mm
Forlag: Springer Nature Switzerland AG
Oplagsdato: 18 feb 2023
Forfatter(e): Bodo B. Schlegelmilch
Forfatter(e) Bodo B. Schlegelmilch

Kategori International handel

ISBN-13 9783030906672

Sprog Engelsk

Indbinding Paperback

Sider 416

Udgave

Længde 28mm

Bredde 157mm

Højde 235mm

Udg. Dato 18 feb 2023

Oplagsdato 18 feb 2023

Forlag Springer Nature Switzerland AG