Global Marketing Strategy

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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. On request, the author will be able to provide a variety of instructors' support material. Please contact the author with your institutional email with affiliation. The material includes PowerPoint slide decks for each chapter, a comprehensive multiple-choice test bank with solutions, open-ended questions, and a guide to suitable video resources.