Global Marketing Strategy by Bodo B Schlegelmilch
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 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
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, and has published a variety of books and academic papers in journals such as the Strategic Management Journal, Journal of International Business Studies and Journal of World Business. He also was the first ever European Editor-in-Chief of the Journal of International Marketing.
| SKU | Unavailable |
| ISBN 13 | 9783030906672 |
| ISBN 10 | 3030906671 |
| Title | Global Marketing Strategy |
| Author | Bodo B Schlegelmilch |
| Series | Management For Professionals |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Springer Nature Switzerland AG |
| Year published | 2023-02-18 |
| Number of pages | 416 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |