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Global Marketing Strategy

An Executive Digest

Produktform: E-Buch Text Elektronisches Buch in proprietärem

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.weiterlesen

Dieser Artikel gehört zu den folgenden Serien

Elektronisches Format: PDF

Sprache(n): Englisch

ISBN: 978-3-030-90665-8 / 978-3030906658 / 9783030906658

Verlag: Springer International Publishing

Erscheinungsdatum: 16.02.2022

Seiten: 416

Auflage: 2

Autor(en): Bodo B. Schlegelmilch

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