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Global Marketing Strategy

Om Global Marketing Strategy

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master¿s 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. A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

Visa mer
  • Språk:
  • Engelska
  • ISBN:
  • 9783030906672
  • Format:
  • Häftad
  • Sidor:
  • 416
  • Utgiven:
  • 18. februari 2023
  • Utgåva:
  • 22022
  • Mått:
  • 157x235x28 mm.
  • Vikt:
  • 678 g.
  I lager
Leveranstid: 4-7 vardagar
Förväntad leverans: 8. januari 2025
Förlängd ångerrätt till 31. januari 2025
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Beskrivning av Global Marketing Strategy

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized master¿s 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.
A guide to suitable video resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions

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