Global Marketing Strategy : An Executive Digest

by Bodo B. Schlegelmilch

1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global Markets -- 7. Creating Global Product and Service Offerings -- 8. Extracting Value from Global Operations -- 9. Global Supply Chains -- 10. Global Branding and Communication -- 11. Global Digital Marketing Strategy -- 12. Organizational Design for Global Marketing Strategy -- 13. Global Business Responsibility -- 14. The Future of Global Marketing Strategy.

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Year of publication:	2022 ; 2nd ed. 2022.
Authors:	Schlegelmilch, Bodo B.
Publisher:	2022.: Cham : Springer International Publishing 2022.: Cham : Imprint: Springer
Subject:	Culture \| Emerging markets \| Global marketing \| Market development \| Market entry \| Marketing strategy \| Internationales Marketing \| International marketing \| Vertrieb \| Physical distribution \| Lieferkette \| Supply chain \| Markenführung \| Brand management \| Corporate Social Responsibility \| Corporate social responsibility \| Marketingstrategie

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Extent:	1 Online-Ressource (XXXVII, 416 p. 413 illus., 153 illus. in color.)
Series:	Management for Professionals Springer eBook Collection
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-030-90665-8 ; 978-3-030-90664-1 ; 978-3-030-90666-5 ; 978-3-030-90667-2
Other identifiers:	10.1007/978-3-030-90665-8 [DOI]
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

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