Authors:
- 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
Part of the book series: Management for Professionals (MANAGPROF)
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Table of contents (11 chapters)
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Front Matter
About this book
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.
Authors and Affiliations
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Vienna University of Economics and Busin, WU Vienna, Vienna, Austria
Bodo B. Schlegelmilch
About the author
Bibliographic Information
Book Title: Global Marketing Strategy
Book Subtitle: An Executive Digest
Authors: Bodo B. Schlegelmilch
Series Title: Management for Professionals
DOI: https://doi.org/10.1007/978-3-319-26279-6
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer International Publishing Switzerland 2016
Softcover ISBN: 978-3-319-79921-6Published: 24 April 2018
eBook ISBN: 978-3-319-26279-6Published: 02 March 2016
Series ISSN: 2192-8096
Series E-ISSN: 2192-810X
Edition Number: 1
Number of Pages: XXVII, 249
Number of Illustrations: 16 b/w illustrations, 29 illustrations in colour
Topics: Marketing, Emerging Markets/Globalization, Business Strategy/Leadership