Global Marketing Strategy

An Executive Digest

By:

Bodo B. Schlegelmilch

Format:

Paperback / softback

Series:

Management for Professionals

Show Hide Adult Content

$149.00

Available from supplier

Usually ships in 3-4 weeks

0 in Trolley

Price Match

Wrap this item as a gift ($5.90) - add a free gift card on the next page

Free Delivery with Primate

Join Now

Free 14 day free trial, cancel anytime.

Buy Now, Pay Later with:

4 payments of $37.25 with Afterpay Learn more

6 weekly interest-free payments of $24.83 with Laybuy Learn more

Availability

Delivering to:

Estimated arrival:

Around 12-24 June using International Courier

Description

This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters 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, 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, 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.

Author Biography:

Professor Bodo B. Schlegelmilch is Dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna. Previously, he held professorships in the USA and the UK and also worked for Deutsche Bank and Procter & Gamble. He has taught global marketing strategy in MBA and Executive Programs for major multinationals across the world, and has published a variety of books and academic papers in journals such as the Strategic Management Journal, Journal of International Business Studies and Journal of World Business. He also was the first ever European Editor-in-Chief of the Journal of International Marketing.

Release date NZ

April 24th, 2018

Author

Bodo B. Schlegelmilch

Audience

Professional & Vocational

Edition

Softcover reprint of the original 1st ed. 2016

Illustrations

29 Illustrations, color; 16 Illustrations, black and white; XXVII, 249 p. 45 illus., 29 illus. in color.

Pages

249

Series

Management for Professionals

Dimensions

156x234x15

ISBN-13

9783319799216

Product ID

28003947

Customer reviews

Nobody has reviewed this product yet. You could be the first!

Write a Review

Marketplace listings

There are no Marketplace listings available for this product currently.
Already own it? Create a free listing and pay just 9% commission when it sells!

Sell Yours Here