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Global Marketing Strategy - An Executive Digest (Hardcover, 2nd ed. 2022)
Loot Price: R2,423
Discovery Miles 24 230
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Global Marketing Strategy - An Executive Digest (Hardcover, 2nd ed. 2022)
Series: Management for Professionals
Expected to ship within 12 - 17 working days
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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 suitable video 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
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