Global Marketing Strategy An Executive Digest
-71%
Availability: In Stock

Global Marketing Strategy An Executive Digest

SKU: 9783319262796

Original price was: $84.99.Current price is: $24.99.

Access Global Marketing Strategy An Executive Digest Now. Discount up to 90%

Categories: ,

Additional information

Full Title

Global Marketing Strategy An Executive Digest
Author(s)

Bodo B. Schlegelmilch
Edition
ISBN

9783319262796, 9783319262772
Publisher

Springer
Format

PDF and EPUB

Description

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.

Related products