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

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Lars Alkaersig,Karin Beukel,Toke Reichsteinf 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