Global Marketing Strategy

Bodo B. Schlegelmilch
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Bodo B. Schlegelmilch: Vienna University of Economics and Business

in Management for Professionals from Springer

Date: 2022
Edition: 2nd ed. 2022
ISBN: 978-3-030-90665-8
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Chapters in this book:

Ch 1 Marketing Strategy: A Global Discipline

Bodo B. Schlegelmilch

Ch 2 The Global Marketing Environment

Bodo B. Schlegelmilch

Ch 3 Selecting and Entering Global Markets

Bodo B. Schlegelmilch

Ch 4 Balancing Global Synergies and Local Responsiveness

Bodo B. Schlegelmilch

Ch 5 Steps in Developing Global Marketing Strategies

Bodo B. Schlegelmilch

Ch 6 Segmenting Targeting and Positioning in Global Markets

Bodo B. Schlegelmilch

Ch 7 Creating Global Product and Service Offerings

Bodo B. Schlegelmilch

Ch 8 Extracting Value from Global Operations

Bodo B. Schlegelmilch

Ch 9 Global Supply Chains

Bodo B. Schlegelmilch

Ch 10 Global Branding and Communication

Bodo B. Schlegelmilch

Ch 11 Global Digital Marketing Strategy

Bodo B. Schlegelmilch

Ch 12 Organizational Design for Global Marketing Strategy

Bodo B. Schlegelmilch

Ch 13 Global Business Responsibility

Bodo B. Schlegelmilch

Ch 14 The Future of Global Marketing Strategy

Bodo B. Schlegelmilch

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DOI: 10.1007/978-3-030-90665-8

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