Global Marketing Strategy

An Executive Digest

  • Bodo B.¬†Schlegelmilch

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xxvii
  2. Bodo B. Schlegelmilch
    Pages 1-19
  3. Bodo B. Schlegelmilch
    Pages 21-41
  4. Bodo B. Schlegelmilch
    Pages 43-61
  5. Bodo B. Schlegelmilch
    Pages 63-82
  6. Bodo B. Schlegelmilch
    Pages 83-103
  7. Bodo B. Schlegelmilch
    Pages 105-127
  8. Bodo B. Schlegelmilch
    Pages 129-151
  9. Bodo B. Schlegelmilch
    Pages 153-176
  10. Bodo B. Schlegelmilch
    Pages 177-193
  11. Bodo B. Schlegelmilch
    Pages 195-220
  12. Bodo B. Schlegelmilch
    Pages 221-249

About this book


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 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.



Culture Emerging markets Global marketing Market development Market entry Marketing strategy

Authors and affiliations

  • Bodo B.¬†Schlegelmilch
    • 1
  1. 1.Vienna University of Economics and BusinWU ViennaViennaAustria

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences