TY  - GEN
N2  - 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.
DO  - 10.1007/978-3-030-90665-8
DO  - doi
AB  - 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.
T1  - Global marketing strategy :an executive digest /
AU  - Schlegelmilch, Bodo B.,
ET  - Second edition.
CN  - HF1416
N1  - Previous edition: 2016.
ID  - 1444499
KW  - Export marketing
KW  - International trade.
KW  - Commerce international.
SN  - 9783030906658
SN  - 3030906655
TI  - Global marketing strategy :an executive digest /
LK  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-90665-8
UR  - https://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-90665-8
ER  -