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Internationale Marketing-Politik

From Ralph Berndt

Book Informations

  • Released: 1997-10-10
  • Pages: 444
  • Language: de
  • ISBN-10:3540633227
  • ISBN-13:9783540633228

Beschreibung

Dieses Buch bietet sowohl Studierenden als auch Praktikern eine fundierte und ausführliche Darstellung internationaler Marketing-Politik. Für die internationalen Basisstrategien "Standardisierung" und "Differenzierung" werden die Einsatzmöglichkeiten aller Marketing-Instrumente im Detail erörtert. Verhaltenswissenschaftliche, informationswirtschaftliche und methodische Grundlagen wurden angemessen eingearbeitet. Bei der Entwicklung internationaler Marketing-Ansätze wurden die aktuellen Rahmenbedingungen der Wirtschaft konsequent beachtet.

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