Connaissez-vous déjà notre service clients professionnels ? Nous nous ferons un plaisir de vous conseiller.
Focus
Publications
Services
Auteurs
Éditions
Shop
Global Marketing Strategy

Global Marketing Strategy

An Executive Digest

Contenu

<p>This book has been written for experienced managers and students in postgraduate programs, such as MBA or specialized Masters 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, 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, 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.</p>

Informations bibliographiques

mars 2016, Management for Professionals, Anglais
SPRINGER
9783319262796

Sommaire

Mots-clés

Autres titres sur ce thème