Global Marketing Strategy: An Executive Digest

This book is written for experienced managers and students in postgraduate programs, such as MBA or specialized masters programs, and addresses all major issues companies face when conducting business across national and cultural boundaries. 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.

Format: Paperback / softback
Length: 416 pages
Publication date: 18 February 2023
Publisher: Springer Nature Switzerland AG

This comprehensive book is meticulously crafted for seasoned managers and postgraduate students pursuing advanced degrees, such as the Master of Business Administration (MBA) or specialized master's programs. It adeptly addresses the myriad challenges companies encounter when venturing into international markets, offering a systematic yet concise approach. From assessing and selecting promising overseas markets to evaluating market entry alternatives and delving into the forces driving adaptation versus standardization of the marketing mix, the book covers a wide range of critical topics.

Taking a strategic perspective, it examines the diverse global marketing challenges and delves into areas that are often overlooked in international marketing textbooks. It explores the intricate relationship between marketing strategies and global organizational structures, as well as the management of national subsidiaries, regional headquarters, and global headquarters. Additionally, it addresses the complexities of corporate social responsibility and examines emerging trends that are poised to shape the future of global business.

To enhance the learning experience, the book includes a valuable resource section. All readers can access a comprehensive set of more than 400 PowerPoint slides that provide additional background information and reinforce the key concepts discussed in each chapter. Instructors, too, can benefit from an extensive array of teaching materials. These resources include a comprehensive multiple-choice test bank with detailed solutions, enabling them to effectively assess and evaluate their students' understanding of the material.

To access these additional resources, interested readers can contact the author directly. Simply email Bodo Schlegelmilch at WU Vienna, using your institutional email and indicating your university affiliation. The author will promptly provide you with the necessary support materials to enrich your learning journey and enhance your teaching effectiveness.

Whether you are a seasoned manager seeking to expand your global business expertise or a postgraduate student embarking on a career in international marketing, this book is an invaluable resource. It provides a comprehensive and practical guide to navigating the complexities of global business, equipping you with the knowledge and tools necessary to succeed in an increasingly interconnected world.

Weight: 704g
Dimension: 235 x 157 x 28 (mm)
ISBN-13: 9783030906672
Edition number: 2nd ed. 2022