Téléchargez le livre : Global Marketing Strategy

Global Marketing Strategy

An Executive Digest

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Éditeur :

Springer


Paru le : 2022-02-16



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Description
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
Pages
416 pages
Collection
n.c
Parution
2022-02-16
Marque
Springer
EAN papier
9783030906641
EAN PDF
9783030906658
Informations sur l'ebook
Nombre pages copiables
4
Nombre pages imprimables
41
Taille du fichier
29297 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
63,29 €
EAN EPUB
9783030906658
Informations sur l'ebook
Nombre pages copiables
4
Nombre pages imprimables
41
Taille du fichier
25989 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
63,29 €

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.

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