Global Marketing Strategy An Executive Digest /

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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Schlegelmilch, Bodo B. (Autor)
Autor Corporativo: SpringerLink (Online service)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cham : Springer International Publishing : Imprint: Springer, 2016.
Edición:1st ed. 2016.
Colección:Management for Professionals,
Temas:
Marketing.
International economic integration.
Globalization.
Strategic planning.
Leadership.
Emerging Markets and Globalization.
Business Strategy and Leadership.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • 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.

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