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Dear Friends and Colleagues,

 

I am delighted to share that the second edition of GLOBAL MARKETING STRATEGY – AN EXECUTIVE DIGEST has just been released by Springer https://link.springer.com/book/10.1007/978-3-030-90665-8. The new edition has been completely revised and extended (249 versus 416 pages). It includes three additional chapters, among others on Global Digital Marketing Strategy, and features vignettes that illustrate corporate approaches to global strategic issues.

 

The new book now also includes memory prompts, perspectives of business leaders, as well as learning objectives and chapter summaries (Takeaways). Support material will be available soon.

 

Kind regards,

Bodo

 

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Prof. Bodo B. Schlegelmilch, Ph.D., D.Litt., Ph.D. (hon.)

Head of the Institute for International Marketing Management,

Chair: Association of MBAs and Business Graduates Association [AMBA & BGA]

 

WU: Vienna University of Economics and Business

Welthandelsplatz 1, 1020 Vienna, Austria

 

Tel: +43-1-31336-5099 (direct) +43-1-31336-5103 (secretary)

Email:     [log in to unmask]

www:     [AMBA] Association of MBAs | [BGA] Business Graduates Association|

                Faculty Profil

 

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