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Více informací o knize International Marketing Management

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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: International Marketing Management
• Autor: Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 595
• EAN: 9783662667996
• ID: 42568304
• Nakladatelství: Springer, Berlin
• Rozměry: 240 × 168 mm
• Rok vydání: 2023

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