Concurrent users
Unlimited
Authorized users
Authorized users
Document Delivery Supplied
Can lend chapters, not whole ebooks
Title
Global marketing strategy : an executive digest / Bodo B. Schlegelmilch.
ISBN
9783319262796 (electronic book)
3319262793 (electronic book)
9783319262772
Published
Switzerland : Springer, [2016]
Copyright
©2016
Language
English
Description
1 online resource : color illustrations.
Other Standard Identifiers
9783319262772
Call Number
HF1416
Dewey Decimal Classification
658.8/48
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, 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. .
Bibliography, etc. Note
Includes bibliographical references.
Access Note
Access limited to authorized users.
Source of Description
Online resource; title from PDF title page (viewed March 16, 2016).
Series
Management for professionals.
Marketing: A Global Discipline
Assessing Global Market Opportunities
Entering Global Markets
Segmenting Targeting and Positioning in Global Markets
Creating Global Product and Service Offerings
Extracting Value from Global Operations
Global Supply Chains and Distribution Networks
Global Branding and Communication
Organizational Design for Global Marketing Strategy
Global Marketing Ethics and CSR
The Future of Global Marketing Strategy.
