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Internationales Marketing-Management

From Ralph Berndt

Book Informations

  • Released: 2010-09-08
  • Pages: 578
  • Language: de
  • ISBN-10:364212691X
  • ISBN-13:9783642126918

Beschreibung

Der Band bietet einen umfassenden Überblick zum internationalen Marketing-Management: strategisches Marketing, Marketing-Instrumente, Marketing-Controlling, Marketing-Organisation sowie Human Resource Management in international tätigen Unternehmen. Auch die internationale Marktforschung wird berücksichtigt. Empirische Daten sowie zahlreiche Praxisbeispiele untermauern die theoretischen Aussagen. Die 4. Auflage wurde erheblich erweitert, u. a. durch zusätzliche Praxisbeispiele und eine ausführlichere Darstellung des Marketing-Instrumentariums.

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