Schlegelmilch B. Global Marketing Strategy...Digest 2ed 2022

Textbook in PDF format

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.
Marketing Strategy: A Global Discipline
The Global Marketing Environment
Selecting and Entering Global Markets
Balancing Global Synergies and Local Responsiveness
Steps in Developing Global Marketing Strategies
Segmenting Targeting and Positioning in Global Markets
Creating Global Product and Service Offerings
Extracting Value from Global Operations
Global Supply Chains
Global Branding and Communication
Global Digital Marketing Strategy
Organizational Design for Global Marketing Strategy
Global Business Responsibility
The Future of Global Marketing Strategy