Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student...

Foreword by Professor John A. Quelch -- Finding and Applying for th Right MBA: Why Would You Want an MBA -- How to Choose a Business School and an MBA Program -- How Accreditations and Rankings Can Guide Your MBA Choice -- What a Business School Looks for in an MBA Applicant -- How Do You Apply...

1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global...