Global Marketing Strategy | Taschenbuch

Cover: 9783030906672 | Global Marketing Strategy | An Executive Digest | Schlegelmilch | Buch

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Sprache: Englisch

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Beschreibung

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

- More than 400 PowerPoint slides covering the material in each chapter

- Open Ended Questions

- A comprehensive multiple choice test bank with solutions

Über den Autor

Professor Schlegelmilch heads the Institute for International Marketing Management at WU Vienna and is Chair of the global accreditation organization AMBA [Association of MBAs]. For more than 10 years, he served as founding Dean of the WU Executive Academy. He also founded the Vienna Executive MBA, a cooperation with the University of Minnesota, and led the program into the Financial Times Top 50 Global Executive MBAs.

Zusammenfassung

Written in a pertinent and succinct managerial style

Provides a step-by-step review of key international marketing strategy decisions

Shows how global market opportunities are identified and global strategies are drafted

Inhaltsverzeichnis

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.

Details

Erscheinungsjahr:	2023
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Reihe:	Management for Professionals
Inhalt:	xxxvii 416 S. 260 s/w Illustr. 153 farbige Illustr. 416 p. 413 illus. 153 illus. in color.
ISBN-13:	9783030906672
ISBN-10:	3030906671
Sprache:	Englisch
Ausstattung / Beilage:	Paperback
Einband:	Kartoniert / Broschiert
Autor:	Schlegelmilch, Bodo B.
Auflage:	2nd ed. 2022
Hersteller:	Springer International Publishing Springer International Publishing AG Management for Professionals
Maße:	235 x 155 x 25 mm
Von/Mit:	Bodo B. Schlegelmilch
Erscheinungsdatum:	18.02.2023
Gewicht:	0,686 kg

Artikel-ID: 126494983