Global Marketing Strategy: An Executive Digest

This book is written for experienced managers and students in postgraduate programs, such as MBA or specialized masters programs, and addresses all major issues companies face when conducting business across national and cultural boundaries. 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.

Format: Hardback
Length: 416 pages
Publication date: 17 February 2022
Publisher: Springer Nature Switzerland AG

This comprehensive book is meticulously crafted for seasoned managers and postgraduate students pursuing advanced degrees, such as the Master of Business Administration (MBA) or specialized master's programs. It adeptly addresses the myriad challenges companies encounter when venturing into international markets, offering a systematic yet concise approach. From assessing and selecting promising overseas markets to evaluating market entry alternatives and understanding the forces driving adaptation versus standardization of the marketing mix, the book covers a wide range of critical topics.

By adopting a strategic perspective, it delves into the diverse global marketing challenges, exploring areas that are often overlooked in traditional international marketing texts. It examines how marketing strategies can be aligned with global organizational structures, navigates the complexities of managing national subsidiaries, regional headquarters, and global headquarters, and addresses the critical issues of corporate social responsibility. Additionally, the book anticipates and discusses emerging trends that will shape the future of global business, providing valuable insights for professionals seeking to thrive in an increasingly interconnected world.

To enhance the learning experience, the author has made available a comprehensive set of video resources. These resources, accessible to all readers upon contacting the author, offer valuable background information and complement the book's content. Instructors, too, can benefit from additional teaching support materials, including a comprehensive multiple-choice test bank with detailed solutions.

To access the video resources and teaching support materials, interested individuals can email Bodo Schlegelmilch at WU Vienna, using their institutional email and indicating their university affiliation. The author will promptly provide the necessary materials to support your learning journey and enhance your understanding of the topics covered in this extraordinary book.

Weight: 846g
Dimension: 235 x 155 (mm)
ISBN-13: 9783030906641
Edition number: 2nd ed. 2022