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Titlebook: Global Marketing Strategy; An Executive Digest Bodo B. Schlegelmilch Book 2022Latest edition Springer Nature Switzerland AG 2022 Culture.Em

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發(fā)表于 2025-3-21 17:46:35 | 只看該作者 |倒序?yàn)g覽 |閱讀模式
書目名稱Global Marketing Strategy
副標(biāo)題An Executive Digest
編輯Bodo B. Schlegelmilch
視頻videohttp://file.papertrans.cn/387/386385/386385.mp4
概述Written in a pertinent and succinct managerial style.Provides a step-by-step review of key international marketing strategy decisions.Shows how global market opportunities are identified and global st
叢書名稱Management for Professionals
圖書封面Titlebook: Global Marketing Strategy; An Executive Digest Bodo B. Schlegelmilch Book 2022Latest edition Springer Nature Switzerland AG 2022 Culture.Em
描述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..A guide to suitablevideo resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vi
出版日期Book 2022Latest edition
關(guān)鍵詞Culture; Emerging markets; Global marketing; Market development; Market entry; Marketing strategy
版次2
doihttps://doi.org/10.1007/978-3-030-90665-8
isbn_softcover978-3-030-90667-2
isbn_ebook978-3-030-90665-8Series ISSN 2192-8096 Series E-ISSN 2192-810X
issn_series 2192-8096
copyrightSpringer Nature Switzerland AG 2022
The information of publication is updating

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Steps in Developing Global Marketing Strategies,ategic choices of a company and discusses one of the most influential approaches to corporate strategy, namely, the Resource Based View of the firm. We finish with some remarks on the role of corporate management systems, which support and monitor strategic choices. In this context, we also point ou
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Segmenting Targeting and Positioning in Global Markets,d about passing data across country boundaries. This chapter starts with a short review of traditional segmentation methods and an explanation of how Big Data has advanced segmentation, targeting, and positioning. Next, we look at potential challenges to segmentation, targeting, and positioning face
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The Future of Global Marketing Strategy,and new unforeseen events may occur. Nevertheless, the more decision-makers think about how trends may impact their business, the more likely will they be able to capitalize on the opportunities these trends may offer and minimize the threats they represent. This chapter aims to identify some of the
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Daniel F. Robinson,Johanna von Braunategic choices of a company and discusses one of the most influential approaches to corporate strategy, namely, the Resource Based View of the firm. We finish with some remarks on the role of corporate management systems, which support and monitor strategic choices. In this context, we also point ou
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The Justification for IPR Protection,ocation of responsibilities across hierarchies and value chain activities. Different facets of the relationship between global and regional headquarters, between regional headquarters and national subsidiaries, and among national subsidiaries are also discussed. Finally, we take a brief look at orga
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