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Global Marketing Strategy - An Executive Digest (Hardcover, 1st ed. 2016)
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Global Marketing Strategy - An Executive Digest (Hardcover, 1st ed. 2016)
Series: Management for Professionals
Expected to ship within 9 - 15 working days
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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.
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