1 online resource (xiv, 608 pages) : illustrations, digital ; 24 cm
文字
text
無媒介
computer
成冊
online resource
說明
text file PDF
附註
Information basics of international marketing management -- Strategic international marketing -- International use of marketing instruments -- International marketing controlling -- International marketing organization -- Man resources management in internationally active companies
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. The contents Information basics of international marketing management Strategic international marketing International use of marketing instruments International marketing controlling International marketing organization Human resources management in internationally active companies The Authors Prof. (ret.) Dr. Ralph Berndt held the Chair of Business Administration, in particular Marketing, and was Head of the Research Center for International Marketing at the Eberhard Karls University of 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. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com) A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation
