Global Marketing Strategy An Executive Digest /

• Main Author: Schlegelmilch, Bodo B. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2016.
• Edition: 1st ed. 2016.
• Series: Management for Professionals,
• Subjects: Business.; Marketing.; Leadership.; Globalization.; Markets.; Business and Management.; Emerging Markets/Globalization.; Business Strategy/Leadership.

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 assessi...

Table of Contents:

• Marketing: A Global Discipline
• Assessing Global Market Opportunities
• Entering Global Markets
• Segmenting Targeting and Positioning in Global Markets
• Creating Global Product and Service Offerings
• Extracting Value from Global Operations
• Global Supply Chains and Distribution Networks
• Global Branding and Communication
• Organizational Design for Global Marketing Strategy
• Global Marketing Ethics and CSR
• The Future of Global Marketing Strategy.