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Book spotlight

March 07, 2016

Global Marketing Strategy. An Executive Digest by Bodo B. Schlegelmilch

“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,” Bodo B. Schlegelmilch states in the Preface of Global Marketing Strategy. An Executive Digest.

The newest publication of the Chair of the Institute for International Marketing Management at WU and Academic Director of the Global Executive MBA and the Executive MBA Bucharest of the WU Executive Academy has recently been published as a part of Springer’s “Management for Professional”, a series comprised of high-level business and management books for executives.

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Going Global

Global Marketing Strategy. An Executive Digest provides a step-by-step review of key international marketing strategy decisions and shows how global market opportunities are identified and global strategies are drafted. 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.

"Bodo Schlegelmilch has produced a definitive book on global marketing that does an outstanding job clarifying how to bring the best of both local and global marketing efforts into one unifying marketing strategy. The book is a “must read” for any manager interested in understanding how to better market his or her brands in an increasingly global economy.” (Russ Winer, William H. Joyce Professor of Marketing, Stern School of Business, New York University. New York, USA)

Crisp and easy-to-read guide

One of the characteristics of the book is its pertinent and succinct managerial writing style. To underpin the cultural challenges which come up during the globalization of a brand, Schlegelmilch entertains his readers with real examples which are hilariously ill fated to go global due to language blunders.

“It presents complex issues in an easily understandable, concise manner. A must read for busy managers who need to understand the essential global marketing strategy concepts but do not have the time to read lengthy textbooks.” (Joseph F. Hair, Jr., Director Emeritus, Louisiana State University Entrepreneurship Institute and Alvin C. Copeland Endowed Chair of Entrepreneurship, Baton Rouge, USA)

“Ambitious marketeers need to see a broader perspective. This book will give them a crisp and easy-to-read guide for their leap into Global Marketing. Highly recommended for its conciseness!” (Günter Thumser, CEO of Henkel Central and Eastern Europe, Austria)

A book for managers and MBA students

Looking at the various global marketing challenges from a strategic perspective, Schlegelmilch’s newest publication caters to experienced managers as well as to students in postgraduate programs, such as MBA or specialized Masters programs.

The book further 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, corporate social responsibility challenges, and pertinent future trends that are likely to affect global business.

“This is a perfect book for executive managers and MBA students who would like to grasp the essence of global marketing strategy quickly. Professor Schlegelmilch did a wonderful job bringing his deep knowledge of global marketing strategy into an easy-to-read textbook.” (Kazuhiro Asakawa, Mitsubishi Chaired Professor of Global Innovation and International Management, Graduate School of Business Administration, Keio University, Japan)

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