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Global Marketing Strategy

Name: Global Marketing Strategy
Brand: Springer International Publishing AG
SKU: 19415487
Price: 56.35 EUR
Availability: InStock
Author: BODO SCHLEGELMILCH
ISBN: 9783319799216

An Executive Digest

BODO SCHLEGELMILCH

Language

English

Book Paperback

Libristo code: 19415487

Publishers Springer International Publishing AG, April 2018

This book has been written for experienced managers and students in postgraduate programs, such as M... Full description

Libristo code: 19415487

137 b

56.35 €

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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.