Global Marketing Strategy : An Executive Digest

Name: Global Marketing Strategy : An Executive Digest
Brand: Springer Nature Switzerland AG

Springer Nature Switzerland AG

Master international business with "Global Marketing Strategy: An Executive Digest" by Bodo B. Schlegelmilch. This comprehensive hardcover book is designed for experienced managers and postgraduate students, offering a systematic approach to global marketing challenges. It covers essential topics such as assessing overseas markets, evaluating market entry alternatives, and adapting the marketing mix. The book also delves into crucial areas like aligning marketing strategies with global organizational structures, managing subsidiary-headquarters relationships, and addressing corporate social responsibility. Ideal for MBA and specialized master's programs, this first edition provides strategic insights into navigating cross-border business. Key Features: - Comprehensive coverage of global marketing issues - Strategic perspective on international business - Explores adaptation vs. standardization of the marketing mix - Addresses organizational and CSR challenges in global markets Product Summary: Global Marketing Strategy, Hardcover, English, First edition, 416 pages, Written by Bodo B. Schlegelmilch, ISBN 9783030906641, Publisher: Springer Cham.