Global Marketing StrategyAuthor :
Paperback
Published : Saturday 18 February 2023
Description
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. A guide to suitablevideo 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
You may also like ...
by
Paperback
14 Oct 2024
Literary studies: c 1900 to c 2000
€43.28
by
Hardback
10 Sep 2024
Chemical and biological weapons
€121.62
by
Hardback
06 Apr 2023
Literary studies: c 1900 to c 2000
€146.25
Extended stock – Dispatch 5-7 days
by
Paperback
15 Jul 2021
Methods, theory and philosophy of law
€38.49
Extended stock – Dispatch 5-7 days
Reviews