Global marketing strategy : an executive digest / Bodo B. Schlegelmilch.
Schlegelmilch, Bodo B., author.
2022
HF1416 .S35 2022eb
Available Online

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Title Global marketing strategy : an executive digest / Bodo B. Schlegelmilch.
Author Schlegelmilch, Bodo B., author.
Edition Second edition.
ISBN 9783030906658 (electronic bk.)
3030906655 (electronic bk.)
9783030906641
3030906647
DOI https://doi.org/10.1007/978-3-030-90665-8
Published Cham : Springer, [2022]
Copyright ©2022
Language English
Description 1 online resource : illustrations (some color).
Other Standard Identifiers 10.1007/978-3-030-90665-8 doi
Call Number HF1416 .S35 2022eb
Dewey Decimal Classification 658.8/4
Summary 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, 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.
Note Previous edition: 2016.
Bibliography, etc. Note Includes bibliographical references.
Access Note Access limited to authorized users.
Source of Description Description based on print version record.
Series Management for professionals.
Available in Other Form Global marketing strategy.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
1. Marketing Strategy: A Global Discipline
2. The Global Marketing Environment
3. Selecting and Entering Global Markets
4. Balancing Global Synergies and Local Responsiveness
5. Steps in Developing Global Marketing Strategies
6. Segmenting Targeting and Positioning in Global Markets
7. Creating Global Product and Service Offerings
8. Extracting Value from Global Operations
9. Global Supply Chains
10. Global Branding and Communication
11. Global Digital Marketing Strategy
12. Organizational Design for Global Marketing Strategy
13. Global Business Responsibility
14. The Future of Global Marketing Strategy.

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