Global Marketing Strategy: An Executive Digest

by Bodo Schlegelmilch

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 3319799215
• ISBN13: 9783319799216
• Release Date: April 2018
• Publisher: Springer
• Length: 249 Pages
• Weight: 1.12 lbs.
• Dimensions: 0.6" x 6.1" x 9.2"