000			02236nam a2200277 a 4500
999			_c28918 _d28918
008			210928b xxu||||| |||| 00| 0 eng d
020			_a9783319262772
082			_a658.848 SC GL
100			_aSchlegelmilch, Bodo B. _935902
245	1	0	_aGlobal marketing strategy : _ban executive digest _cBodo B. Schlegelmilch
260			_aSwitzerland : _bSpringer, _cc2016.
300			_axxvii, 249 p. : _bill. ; _c25 cm.
490	1		_aManagement for professionals
520			_aThis 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.
526			_aMARK343
650		7	_aManagement _9140
650		7	_aMBA _935903
650		7	_aEvaluating market _935904
650		7	_aCultural boundaries _935905
650		7	_aOrganizational structures _935906
650		7	_aBusiness _937108
650		7	_aMarketing _93