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Book Cover
Author Schlegelmilch, Bodo B., author.

Title Global marketing strategy : an executive digest / Bodo B. Schlegelmilch
Published Switzerland : Springer, [2016]


Description 1 online resource : color illustrations
Series Management for professionals, 2192-810X
Management for professionals. 2192-810X
Contents 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
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 Includes bibliographical references
Notes Online resource; title from PDF title page (EBSCO, viewed March 16, 2016)
Subject Export marketing -- Management
Market research.
Business strategy.
Sales & marketing.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Export marketing -- Management.
Form Electronic book
ISBN 9783319262796