@article{1444499,
      note = {Previous edition: 2016.},
      author = {Schlegelmilch, Bodo B.,},
      url = {http://library.usi.edu/record/1444499},
      title = {Global marketing strategy : an executive digest /},
      abstract = {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.},
      doi = {https://doi.org/10.1007/978-3-030-90665-8},
      recid = {1444499},
      pages = {1 online resource :},
}