Management for Professionals

Global Marketing Strategy

An Executive Digest

Authors: Schlegelmilch, Bodo

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  • 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
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  • ISBN 978-3-319-26279-6
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Hardcover $89.99
price for USA in USD
  • ISBN 978-3-319-26277-2
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Softcover $59.99
price for USA in USD
  • ISBN 978-3-319-79921-6
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  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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.

About the authors

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.

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook $44.99
price for USA in USD
  • ISBN 978-3-319-26279-6
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $89.99
price for USA in USD
  • ISBN 978-3-319-26277-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
Softcover $59.99
price for USA in USD
  • ISBN 978-3-319-79921-6
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Covid-19 shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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Bibliographic Information

Bibliographic Information
Book Title
Global Marketing Strategy
Book Subtitle
An Executive Digest
Authors
Series Title
Management for Professionals
Copyright
2016
Publisher
Springer International Publishing
Copyright Holder
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
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XXVII, 249
Number of Illustrations
16 b/w illustrations, 29 illustrations in colour
Topics