Titlebook: Global Marketing Strategy; An Executive Digest Bodo B. Schlegelmilch Book 20161st edition Springer International Publishing Switzerland 201

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Creating Global Product and Service Offerings,ion between different types of products and services. This then provides the basis for the standardization—adaptation debate. Subsequently, the focus shifts to global innovation and product development and demonstrates how different types of innovations may have rather different implications for the

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Extracting Value from Global Operations, marketing. This chapter considers some of the key influences on setting prices in an international arena and looks at some global pricing strategies and practices. It also scrutinizes the vexing issue of standardization and differentiation in the context of global pricing and the closely related qu

職業(yè)

Global Supply Chains and Distribution Networks,bal supply chain management comprises logistics, purchasing (sourcing), operations and marketing channels. This chapter starts by illustrating the key benefits of global supply chain management. This is followed by a look at the main factors that drive inbound and outbound sourcing and logistics dec

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Organizational Design for Global Marketing Strategy,ve for the right balance between local and global. Often, this middle ground involves a regional solution, such as establishing a regional headquarters. The discussion starts by looking at alternative organizational structures. Subsequently, emphasis is placed on regional structures and the potentia

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Global Marketing Ethics and CSR,e ethical behavior of their management and employees. While this is laudable, there is still considerable disagreement on rather fundamental questions, such as when, exactly, is a particular course of action ethical or unethical, and what are the limits of CSR? This chapter highlights some of the ma

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The Future of Global Marketing Strategy,f these trends and discusses the likely implications for global marketing strategy. Decision-makers need to understand how they can capitalize on the opportunities trends may offer and minimize the threats they represent. Hence, the chapter revisits the idea of a balanced approach to global marketin