International Marketing Management - Couverture souple

Berndt, Ralph; Fantapié Altobelli, Claudia; Sander, Matthias

Couverture souple

ISBN 10 : 3662667991 ISBN 13 : 9783662667996

Editeur : Springer Gabler, 2023

Synopsis

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals.

This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.

A propos du livre

À propos de l?auteur

Prof. (ret.) Dr. Ralph Berndt held the Chair of Business Administration, in particular Marketing, and was Head of the International Marketing Research Unit at Eberhard Karls University, Tübingen.

Prof. Dr. Claudia Fantapié Altobelli has headed the Institute of Marketing at Helmut Schmidt University, University of the Federal Armed Forces Hamburg, since 1995. Her work focuses on market research, international marketing, marketing and new media.

Prof. Dr. Matthias Sander has held the Chair of General Business Administration with a focus on marketing at the University of Konstanz since 1998. His work focuses in particular on brand management and international marketing.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 3662667991
• ISBN 13: 9783662667996
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 622
• Coordonnées du fabricant: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Allemagne