Global Marketing Strategy An Executive Digest
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 nation
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Bodo B. Schlegelmilch
Global Marketing Strategy An Executive Digest
Management for Professionals
More information about this series at http://www.springer.com/series/10101
Bodo B. Schlegelmilch
Global Marketing Strategy An Executive Digest
Bodo B. Schlegelmilch Vienna University of Economics and Business WU Vienna Vienna, Austria
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-3-319-26277-2 ISBN 978-3-319-26279-6 (eBook) DOI 10.1007/978-3-319-26279-6 Library of Congress Control Number: 2016933769 # Springer International Publishing Switzerland 2016 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Cover designer: eStudio Calamar, Berlin/Figueres Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG Switzerland
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Preface
The Benefits This book provides an opportunity to look at international marketing challenges from a strategic perspective. If you share the belief that managers cannot afford to think in functional silos and agree that the best companies combine marketing and strategy, this book will appeal to you. If you are also too busy for reading textbooks the size of “War and Peace” to get the latest thinking on international marketing strategy, you will like the conciseness of the book. And finally, if you would like to have a book that points you to further readings on topics you may want to pursue in more depth, you should definitely hit the “order now” button without any further ado.
The Ideal Reader The ideal reader is like an ideal partner: he or she does not exist in reality. However, here is my wish list. You are an experienced manager or a student in a postgraduate program, such as an MBA or a specialized Master’s program. You have an international orientation and are interested in cross-cultural differences and their impact on marketing and strategy. You prefer a big picture approac
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