Global Marketing Strategy 2e
Lead Author(s): Peter Zamborsky, Gregory Kivenzor
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This is the 2nd edition of the interactive text offering a global perspective on strategic business development and, particularly, on the marketing strategies. Today's world is one of constantly changing global interactions. It is imperative that firms have a strategy to succeed in this business environment, one of both uncertainty and opportunity. How should organizations build competitiveness in a world of uncertainty? What are the key global strategy frameworks and perspectives they can use? Global Marketing Strategy answers these questions with an approach emphasizing the contexts, actions, and designs of businesses. Studying marketing strategy can be exciting and improve your global career prospects at both multinational and small to medium-sized businesses at home and abroad. Join the ranks of a globally savvy, strategically armed cohort that can successfully navigate the world of uncertainty!