Global Marketing Strategy: an Executive Digest (Management for Professionals) 
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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.
 
 
 
 
 



        

            
            

                
Publisher
                
Springer; 1st ed. 2016 edition (March 11, 2016)
            
            
            

                
Dimensions
                
6.14 x 0.69 x 9.21 inches
            
            
            

                
Language
                
English
            
            
            

                
Item Weight
                
12 pounds
            
            
            

                
Hardcover
                
276 pages
            
            
            

                
ISBN-10
                
3319262777
            
            
            

                
ISBN-13
                
978-3319262772
            
            
        
         




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