Global Marketing Strategy
Title | Global Marketing Strategy PDF eBook |
Author | Bodo B. Schlegelmilch |
Publisher | Springer Nature |
Pages | 440 |
Release | 2022-02-16 |
Genre | Business & Economics |
ISBN | 3030906655 |
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 suitable video 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 Vienna, using your institutional email and stating your university affiliation: - More than 400 PowerPoint slides covering the material in each chapter- Open Ended Questions - A comprehensive multiple choice test bank with solutions
Strategic Marketing Decisions in Global Markets
Title | Strategic Marketing Decisions in Global Markets PDF eBook |
Author | Isobel Doole |
Publisher | |
Pages | 343 |
Release | 2005 |
Genre | Marketing |
ISBN |
The focus of this text is on strategic management decision making in a global context. Topics covered include an organisation's competitive market position in relation to investment decisions, the changing bases of competitive advantage, and the role of brands.
International Marketing Strategy
Title | International Marketing Strategy PDF eBook |
Author | Giovanna Pegan |
Publisher | Springer Nature |
Pages | 195 |
Release | 2019-11-26 |
Genre | Business & Economics |
ISBN | 3030335887 |
Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.
Strategic Marketing Decisions
Title | Strategic Marketing Decisions PDF eBook |
Author | Isobel Doole |
Publisher | Routledge |
Pages | 320 |
Release | 2006-06 |
Genre | Business & Economics |
ISBN | 075068013X |
Reviewed by CIM, this course book is part of the "Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook" series.
International Marketing Strategy
Title | International Marketing Strategy PDF eBook |
Author | Frank Bradley |
Publisher | Pearson Education |
Pages | 452 |
Release | 2005 |
Genre | Business & Economics |
ISBN | 9780273686880 |
This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research.
Strategic International Marketing
Title | Strategic International Marketing PDF eBook |
Author | Hans G. Meissner |
Publisher | Springer Science & Business Media |
Pages | 188 |
Release | 2012-12-06 |
Genre | Business & Economics |
ISBN | 3642754775 |
International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.
Global Marketing Strategy
Title | Global Marketing Strategy PDF eBook |
Author | Susan P. Douglas |
Publisher | McGraw-Hill Companies |
Pages | 584 |
Release | 1995 |
Genre | Business & Economics |
ISBN |