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Global Marketing Strategy

An Executive Digest

  • Book
  • © 2022
  • Latest edition

Overview

Authors:
  1. Bodo B. Schlegelmilch

    1. WU Vienna, Vienna University of Economics and Business, Vienna, Austria

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  • Written in a pertinent and succinct managerial style
  • Provides a step-by-step review of key international marketing strategy decisions
  • Shows how global market opportunities are identified and global strategies are drafted

Part of the book series: Management for Professionals (MANAGPROF)

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Table of contents (14 chapters)

  1. Front Matter

    Pages i-xxxvii
    Download chapter PDF

  2. Marketing Strategy: A Global Discipline

    • Bodo B. Schlegelmilch
    Pages 1-17

  3. The Global Marketing Environment

    • Bodo B. Schlegelmilch
    Pages 19-49

  4. Selecting and Entering Global Markets

    • Bodo B. Schlegelmilch
    Pages 51-81

  5. Balancing Global Synergies and Local Responsiveness

    • Bodo B. Schlegelmilch
    Pages 83-103

  6. Steps in Developing Global Marketing Strategies

    • Bodo B. Schlegelmilch
    Pages 105-127

  7. Segmenting Targeting and Positioning in Global Markets

    • Bodo B. Schlegelmilch
    Pages 129-159

  8. Creating Global Product and Service Offerings

    • Bodo B. Schlegelmilch
    Pages 161-192

  9. Extracting Value from Global Operations

    • Bodo B. Schlegelmilch
    Pages 193-223

  10. Global Supply Chains

    • Bodo B. Schlegelmilch
    Pages 225-252

  11. Global Branding and Communication

    • Bodo B. Schlegelmilch
    Pages 253-288

  12. Global Digital Marketing Strategy

    • Bodo B. Schlegelmilch
    Pages 289-318

  13. Organizational Design for Global Marketing Strategy

    • Bodo B. Schlegelmilch
    Pages 319-348

  14. Global Business Responsibility

    • Bodo B. Schlegelmilch
    Pages 349-382

  15. The Future of Global Marketing Strategy

    • Bodo B. Schlegelmilch
    Pages 383-416
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Keywords

About this book

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.

A guide to suitablevideo resources giving additional background to this book can be downloaded by all readers by contacting the author. Instructors can also obtain additional support material for teaching. Please email Bodo Schlegelmilch at WU Vienna, using your institutional email and stating your university affiliation: 
 
- More than 400 PowerPoint slides covering the material in each chapter
- Open Ended Questions 
- A comprehensive multiple choice test bank with solutions



Authors and Affiliations

  • WU Vienna, Vienna University of Economics and Business, Vienna, Austria

    Bodo B. Schlegelmilch

About the author

Professor Schlegelmilch heads the Institute for International Marketing Management at WU Vienna and is Chair of the global accreditation organization AMBA [Association of MBAs]. For more than 10 years, he served as founding Dean of the WU Executive Academy. He also founded the Vienna Executive MBA, a cooperation with the University of Minnesota, and led the program into the Financial Times Top 50 Global Executive MBAs.

Bibliographic Information

  • Book Title: Global Marketing Strategy

  • Book Subtitle: An Executive Digest

  • Authors: Bodo B. Schlegelmilch

  • Series Title: Management for Professionals

  • DOI: https://doi.org/10.1007/978-3-030-90665-8

  • Publisher: Springer Cham

  • eBook Packages: Business and Management, Business and Management (R0)

  • Copyright Information: Springer Nature Switzerland AG 2022

  • Hardcover ISBN: 978-3-030-90664-1Published: 17 February 2022

  • Softcover ISBN: 978-3-030-90667-2Published: 18 February 2023

  • eBook ISBN: 978-3-030-90665-8Published: 16 February 2022

  • Series ISSN: 2192-8096

  • Series E-ISSN: 2192-810X

  • Edition Number: 2

  • Number of Pages: XXXVII, 416

  • Number of Illustrations: 260 b/w illustrations, 153 illustrations in colour

  • Topics: Marketing, International Business, Computer Science, general

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