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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Economics Microeconomics

• Plný název: Global Marketing Strategy
• Podnázev: An Executive Digest
• Autor: BODO SCHLEGELMILCH
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 249
• EAN: 9783319799216
• ISBN: 9783319799216
• ID: 19415487
• Nakladatelství: Springer International Publishing AG
• Hmotnost: 436 g
• Rozměry: 235 × 155 × 22 mm
• Datum vydání: 24. April 2018

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