Schlegelmilch Bodo B.
Schlegelmilch Bodo B. - Global Marketing Strategy An Executive Digest - Paperback
Schlegelmilch Bodo B. - Global Marketing Strategy An Executive Digest - Paperback
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Binding: Paperback
Description: This book has been written for experienced managers and students in postgraduate programs such as MB a 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 Power Point slides covering the material in each chapter - Open Ended Questions - A comprehensive multiple choice test bank with solutions
Title: Global Marketing Strategy An Executive Digest
Author(s): Schlegelmilch Bodo B.
Publisher: Springer Nature Switzerland Ag
Barcode: 9783030906672
Pages: 416 Pages, 153 Illustrations, Color; 260 Illustrations, Black And White; Xxxvii, 416 P. 413 Illus.,
Publication Date: 2/18/2023
Series: Management for Professionals
Category: Sales & Marketing
Description: This book has been written for experienced managers and students in postgraduate programs such as MB a 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 Power Point slides covering the material in each chapter - Open Ended Questions - A comprehensive multiple choice test bank with solutions
Title: Global Marketing Strategy An Executive Digest
Author(s): Schlegelmilch Bodo B.
Publisher: Springer Nature Switzerland Ag
Barcode: 9783030906672
Pages: 416 Pages, 153 Illustrations, Color; 260 Illustrations, Black And White; Xxxvii, 416 P. 413 Illus.,
Publication Date: 2/18/2023
Series: Management for Professionals
Category: Sales & Marketing
