Name: Global Marketing Strategy: An Executive Digest (en Inglés)
Price: 530196.00 COP
Availability: InStock
Author: Schlegelmilch, Bodo B.
ISBN: 9783030906641

portada Global Marketing Strategy: An Executive Digest (en Inglés)

Formato

Libro Físico

Autor

Bodo B. Schlegelmilch

Editorial

Springer

Idioma

Inglés

N° páginas

416

Encuadernación

Tapa Dura

Dimensiones

23.4 x 15.6 x 2.5 cm

Peso

0.81 kg.

ISBN13

9783030906641

N° edición

0002

Categorías

Microeconomía
Técnicas de gestión empresarial
Marketing

Global Marketing Strategy: An Executive Digest (en Inglés)

Bodo B. Schlegelmilch (Autor) · Springer · Tapa Dura

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Reseña del libro "Global Marketing Strategy: An Executive Digest (en Inglés)"

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