Global Marketing Strategy: An Executive Digest

by Bodo B. Schlegelmilch

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 3030906671
• ISBN13: 9783030906672
• Release Date: February 2023
• Publisher: Springer
• Length: 416 Pages
• Weight: 1.40 lbs.
• Dimensions: 0.9" x 6.1" x 9.2"