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Globales Marketing-Management (Eine europäische Perspektive) (German Edition)

List Price: $49.00
SKU:
9783486250053
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25 unit(s)
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  • Product Details

    Author:
    Warren J. Keegan, Bodo Schlegelmilch, Barbara Stöttinger
    Format:
    Hardcover
    Pages:
    822
    Publisher:
    De Gruyter (June 26, 2002)
    Language:
    German
    Audience:
    College/higher education
    ISBN-13:
    9783486250053
    ISBN-10:
    3486250051
    Weight:
    52.8oz
    Dimensions:
    6.69" x 9.45"
    File:
    TWO RIVERS-PERSEUS-Metadata_Only_Perseus_Distribution_Customer_Group_Metadata_20260407163709-20260408.xml
    Folder:
    TWO RIVERS
    List Price:
    $49.00
    Country of Origin:
    Germany
    Series:
    Internationale Standardlehrbücher der Wirtschafts- und Sozialwissensch
    As low as:
    $42.14
    Publisher Identifier:
    P-PER
    Discount Code:
    C
    Pub Discount:
    60
    Imprint:
    De Gruyter Oldenbourg
  • Overview

    Das Werk stellt einen völlig neuen Ansatz der Diskussion globaler Marketingproblemstellungen dar. Vieles in der Diskussion um globales Marketing und Strategie ist von der Spannung zwischen dem Wunsch nach globaler Standardisierung und dem Erfordernis lokaler Anpassung geprägt. Diese fruchtbringende Dialektik wird auch in diesem Werk weiter getragen, indem der Text einen spezifisch europäischen Blick auf globales Marketing wirft. In der praktischen Umsetzung ist dies durch ein europäisch-amerikanisches Autorenteam erstmals gelungen.