© 2016

Global Marketing Strategy

An Executive Digest

  • 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 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

  1. 1.Vienna University of Economics and BusinWU ViennaViennaAustria

About the authors

Professor Bodo B. Schlegelmilch is Dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna. Previously, he held professorships in the USA and the UK and also worked for Deutsche Bank and Procter & Gamble. He has taught global marketing strategy in MBA and Executive Programs for major multinationals across the world, and has published a variety of books and academic papers in journals such as the Strategic Management Journal, Journal of International Business Studies and Journal of World Business. He also was the first ever European Editor-in-Chief of the Journal of International Marketing.

Bibliographic information

  • Book Title Global Marketing Strategy
  • Book Subtitle An Executive Digest
  • Authors Bodo B. Schlegelmilch
  • Series Title Management for Professionals
  • Series Abbreviated Title Management for Professionals
  • DOI
  • Copyright Information Springer International Publishing Switzerland 2016
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management Business and Management (R0)
  • Hardcover ISBN 978-3-319-26277-2
  • Softcover ISBN 978-3-319-79921-6
  • eBook ISBN 978-3-319-26279-6
  • Series ISSN 2192-8096
  • Series E-ISSN 2192-810X
  • Edition Number 1
  • Number of Pages XXVII, 249
  • Number of Illustrations 16 b/w illustrations, 29 illustrations in colour
  • Topics Marketing
    Emerging Markets/Globalization
    Business Strategy/Leadership
  • Buy this book on publisher's site
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