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Book Cover
Author Schlegelmilch, Bodo B., author

Title Global marketing strategy : an executive digest / Bodo B. Schlegelmilch
Edition Second edition
Published Cham : Springer, [2022]


Description 1 online resource : illustrations (some color)
Series Management for professionals
Management for professionals
Contents 1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global Markets -- 7. Creating Global Product and Service Offerings -- 8. Extracting Value from Global Operations -- 9. Global Supply Chains -- 10. Global Branding and Communication -- 11. Global Digital Marketing Strategy -- 12. Organizational Design for Global Marketing Strategy -- 13. Global Business Responsibility -- 14. 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, 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
Notes Previous edition: 2016
Bibliography Includes bibliographical references
Notes Print version record
Subject Export marketing -- Management
International trade.
Export marketing -- Management.
International trade.
Form Electronic book
ISBN 9783030906658