Global Marketing Strategy

An Executive Digest

Bodo B. Schlegelmilch (Autor)

Buch | Hardcover

XXXVII, 416 Seiten

2022 | 2nd ed. 2022
Springer International Publishing (Verlag)
978-3-030-90664-1 (ISBN)

Artikel merken

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

lt;p>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.

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.

Erscheinungsdatum	18.02.2022
Reihe/Serie	Management for Professionals
Zusatzinfo	XXXVII, 416 p. 413 illus., 153 illus. in color.
Verlagsort	Cham
Sprache	englisch
Maße	155 x 235 mm
Gewicht	841 g
Themenwelt	Mathematik / Informatik ► Informatik ► Theorie / Studium
	Mathematik / Informatik ► Mathematik ► Finanz- / Wirtschaftsmathematik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
Schlagworte	Culture • Emerging Markets • Global Marketing • Market Development • Market Entry • Marketing strategy
ISBN-10	3-030-90664-7 / 3030906647
ISBN-13	978-3-030-90664-1 / 9783030906641
Zustand	Neuware