Description
Global Marketing Strategy, Softcover reprint of the original 1st ed. 2016
An Executive Digest
Management for Professionals Series
Author: Schlegelmilch Bodo B.
Language: EnglishSubjects for Global Marketing Strategy:
52.74 €
In Print (Delivery period: 15 days).
Add to cart the print on demand of Schlegelmilch Bodo B.Support: Print on demand
Description
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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.
Written in a pertinent and succinct managerial style
Provides a step-by-step review of key international marketing strategy decisions
Shows how global market opportunities are identified and global strategies are drafted
Includes supplementary material: sn.pub/extras
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