Global Marketing Strategy

Lieferzeit: Lieferbar innerhalb 14 Tagen

64,19 €

inkl. 7 % MwSt. zzgl. Versandkosten

An Executive Digest, Management for Professionals

ISBN: 3030906671
ISBN 13: 9783030906672
Autor: Schlegelmilch, Bodo B
Verlag: Springer Verlag GmbH
Umfang: xxxvii, 416 S., 260 s/w Illustr., 153 farbige Illustr., 416 p. 413 illus., 153 illus. in color.
Erscheinungsdatum: 18.02.2023
Auflage: 2/2022
Produktform: Kartoniert
Einband: KT

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

Artikelnummer: 8368850 Kategorie:

Beschreibung

Autorenporträt

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.

Das könnte Ihnen auch gefallen …