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Global marketing strategy : an executive digest / Bodo B. Schlegelmilch.

9783319262796 (electronic book)
3319262793 (electronic book)
9783319262772

Switzerland : Springer, [2016]

©2016

English

1 online resource : color illustrations.

9783319262772

HF1416

658.8/48

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. .

Includes bibliographical references.

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Online resource; title from PDF title page (viewed March 16, 2016).

Management for professionals.

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