Management for Professionals

Global Marketing Strategy

An Executive Digest

Autoren: Schlegelmilch, Bodo

Vorschau
  • 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
Weitere Vorteile

Dieses Buch kaufen

eBook 21,39 €
42,79 € (Listenpreis)
Preis für Deutschland (Brutto)
gültig bis 31. Dezember 2020
  • ISBN 978-3-319-26279-6
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF, EPUB
  • Sofortiger eBook Download nach Kauf und auf allen Endgeräten nutzbar
  • Mengenrabatt verfügbar
Hardcover 40,65 €
80,24 € (Listenpreis)
Preis für Deutschland (Brutto)
gültig bis 31. Dezember 2020
Softcover 26,74 €
53,49 € (Listenpreis)
Preis für Deutschland (Brutto)
gültig bis 31. Dezember 2020
Über dieses Buch

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.

Über die Autor*innen

Professor Bodo B. Schlegelmilch is Dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna. Previously, he held professorships in the USA and the UK and also worked for Deutsche Bank and Procter & Gamble. He has taught global marketing strategy in MBA and Executive Programs for major multinationals across the world, and has published a variety of books and academic papers in journals such as the Strategic Management Journal, Journal of International Business Studies and Journal of World Business. He also was the first ever European Editor-in-Chief of the Journal of International Marketing.

Inhaltsverzeichnis (11 Kapitel)

Inhaltsverzeichnis (11 Kapitel)
  • Marketing: A Global Discipline

    Seiten 1-19

    Schlegelmilch, Bodo B.

  • Assessing Global Marketing Opportunities

    Seiten 21-41

    Schlegelmilch, Bodo B.

  • Entering Global Markets

    Seiten 43-61

    Schlegelmilch, Bodo B.

  • Segmenting Targeting and Positioning in Global Markets

    Seiten 63-82

    Schlegelmilch, Bodo B.

  • Creating Global Product and Service Offerings

    Seiten 83-103

    Schlegelmilch, Bodo B.

Dieses Buch kaufen

eBook 21,39 €
42,79 € (Listenpreis)
Preis für Deutschland (Brutto)
gültig bis 31. Dezember 2020
  • ISBN 978-3-319-26279-6
  • Versehen mit digitalem Wasserzeichen, DRM-frei
  • Erhältliche Formate: PDF, EPUB
  • Sofortiger eBook Download nach Kauf und auf allen Endgeräten nutzbar
  • Mengenrabatt verfügbar
Hardcover 40,65 €
80,24 € (Listenpreis)
Preis für Deutschland (Brutto)
gültig bis 31. Dezember 2020
Softcover 26,74 €
53,49 € (Listenpreis)
Preis für Deutschland (Brutto)
gültig bis 31. Dezember 2020
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Bibliografische Information

Bibliographic Information
Buchtitel
Global Marketing Strategy
Buchuntertitel
An Executive Digest
Autoren
Titel der Buchreihe
Management for Professionals
Copyright
2016
Verlag
Springer International Publishing
Copyright Inhaber
Springer International Publishing Switzerland
eBook ISBN
978-3-319-26279-6
DOI
10.1007/978-3-319-26279-6
Hardcover ISBN
978-3-319-26277-2
Softcover ISBN
978-3-319-79921-6
Buchreihen ISSN
2192-8096
Auflage
1
Seitenzahl
XXVII, 249
Anzahl der Bilder
16 schwarz-weiß Abbildungen, 29 Abbildungen in Farbe
Themen