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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. .
Business. --- Marketing. --- Leadership. --- Globalization. --- Markets. --- Business and Management. --- Emerging Markets/Globalization. --- Business Strategy/Leadership. --- Export marketing --- Management. --- Ability --- Command of troops --- Followership --- Global cities --- Globalisation --- Internationalization --- International relations --- Anti-globalization movement --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Marketing --- Public markets --- Commerce --- Fairs --- Market towns
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Business ethics --- Marketing --- Moral and ethical aspects --- Marketing - Moral and ethical aspects --- Marketing sectoriel
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impot sur le capital --- vermogensbelasting --- Property tax --- Taxes --- Germany --- Taxation --- DROIT FISCAL --- ALLEMAGNE
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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 suitable video 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.
International law --- Marketing --- Business management --- internationale handel --- marketing --- organisatiecultuur
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