Global marketing strategy an executive digest / [electronic resource] :

• 作者： Schlegelmilch, Bodo B.
• 其他作者：
  • SpringerLink (Online service)
• 其他題名：
  • Management for professionals.
• 出版： Cham : Springer International Publishing :Imprint: Springer
• 版本：Second edition.
• 叢書名： Management for professionals,
• 主題： Export marketing--Management. , International trade. , Marketing. , International Business. , Business Analytics.
• ISBN： 9783030906658 (electronic bk.) 、 9783030906641 (paper)
• FIND@SFXID: CGU
• 資料類型: 電子書
• 內容註: 1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global Markets -- 7. Creating Global Product and Service Offerings -- 8. Extracting Value from Global Operations -- 9. Global Supply Chains -- 10. Global Branding and Communication -- 11. Global Digital Marketing Strategy -- 12. Organizational Design for Global Marketing Strategy -- 13. Global Business Responsibility -- 14. The Future of Global Marketing Strategy.
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• 摘要註: 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.
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