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International Marketing: Consuming Globally, Thinking Locally, (Paperback)

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International Marketing: Consuming Globally, Thinking Locally, (Paperback)
Author: Wiley
ISBN: 9780471897446
Format: Paperback
Publication Date: 2001-06-08
Page Count: 352

Specs

Book format
Paperback
Fiction/nonfiction
Non-Fiction
Genre
Business & Investing
Pub date
2001-06-08
Pages
352
Subgenre
International

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Die Mehrzahl der Lehrbücher zum Thema Internationales Marketing stammt aus den USA und konzentriert sich in der Regel auf multinationale Konzerne (MNEs - multinational enterprises). Im Gegensatz dazu wurde "International Marketing" speziell auf die Bedürfnisse von Studenten zugeschnitten, die einen einsemestrigen Kurs in internationalem Marketing belegen. Dieses Lehrbuch vergleicht die Erfahrung und Praktiken von kleinen und mittelständischen Unternehmen (SMEs - small and medium-sized enterprises) mit denen von multinationalen Konzernen (MNEs). Darüber hinaus enthält es eine breite Palette von Beispielmaterial und Fallstudien. Anhand von kritischen Zwischenfällen werden verschiedene Aspekte der internationalen Marketingpraxis anschaulich erläutert. Die begleitende Website enthält eine Lektüreliste sowie Adressen für weiterführende Informationen.

International Marketing: Consuming Globally, Thinking Locally, (Paperback)
Author: Wiley
ISBN: 9780471897446
Format: Paperback
Publication Date: 2001-06-08
Page Count: 352

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Specifications

Book format

Paperback

Fiction/nonfiction

Non-Fiction

Genre

Business & Investing

Pub date

2001-06-08

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