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Global Marketing Strategy: An Executive Digest
Bodo B. Schlegelmilch
€ 73.96
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Description for Global Marketing Strategy: An Executive Digest
Hardback. .
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 ... Read more
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 ... Read more
Product Details
Publisher
Springer International Publishing AG
Format
Hardback
Publication date
2016
Series
Management for Professionals
Condition
New
Number of Pages
249
Place of Publication
Cham, Switzerland
ISBN
9783319262772
SKU
V9783319262772
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-1
About Bodo B. Schlegelmilch
Professor Bodo B. Schlegelmilch is Dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna. Previously, he held professorships in the USA and the UK and also worked for Deutsche Bank and Procter & Gamble. He has taught global marketing strategy in MBA and Executive Programs for major multinationals across the world, ... Read more
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