| 书目名称 | Global Marketing Strategy |
| 副标题 | An Executive Digest |
| 编辑 | Bodo B. Schlegelmilch |
| 视频video | |
| 概述 | Written in a pertinent and succinct managerial style.Provides a step-by-step review of key international marketing strategy decisions.Shows how global market opportunities are identified and global st |
| 丛书名称 | Management for Professionals |
| 图书封面 |  |
| 描述 | 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 Vi |
| 出版日期 | Book 2022Latest edition |
| 关键词 | Culture; Emerging markets; Global marketing; Market development; Market entry; Marketing strategy |
| 版次 | 2 |
| doi | https://doi.org/10.1007/978-3-030-90665-8 |
| isbn_softcover | 978-3-030-90667-2 |
| isbn_ebook | 978-3-030-90665-8Series ISSN 2192-8096 Series E-ISSN 2192-810X |
| issn_series | 2192-8096 |
| copyright | Springer Nature Switzerland AG 2022 |
发表于 2025-3-21 17:46:35
