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Manual of International Marketing.

PUBLISHER Gabler Verlag (09/21/2014)
PRODUCT TYPE Paperback (Paperback)
Description
Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant topics in international marketing, such as global marketing, marketing management, brand management, marketing communication and customer relations. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword.
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Product Format
Product Details
ISBN-13: 9783834946553
ISBN-10: 3834946559
Binding: Paperback or Softback (Trade Paperback (Us))
Content Language: English
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Page Count: 568
Carton Quantity: 14
Product Dimensions: 6.14 x 1.19 x 9.21 inches
Weight: 1.79 pound(s)
Feature Codes: Illustrated
Country of Origin: NL
Subject Information
BISAC Categories
Business & Economics | Marketing - General
Business & Economics | Economics - General
Business & Economics | Management Science
Dewey Decimal: 658.8
Descriptions, Reviews, Etc.
jacket back
The "Manual of International Marketing" provides a comprehensive insight into the real world of contemporary international marketing. Leading ex-perts from some of the most renown international companies around offer their take on 38 key issues of modern-day marketing, covering fields such as Brand Value Management, International Brand Portfolio Management, Global Customer Interaction and Intercultural Marketing.

Displayed in the newest Executive Science knowledge format, each chapter delivers both a precise model for its field and a hands-on management process that helps marketing managers, corporate executives and financial investors understand, implement and evaluate measures and strategies in today's and tomorrow's global marketing arena.

Participating companies:
BMW Group, Deutsche Lufthansa AG, eBay, Electronic Arts, Fujitsu Siemens Computers, MasterCard Europe, Masterfoods Inc., McDonald's Germany, Microsoft, PUMA AG, SAP AG, Siemens AG, Unilever, and other leading companies.

Based on Executive Science methodology

"This book has the mind, the heart and the guts you need to make a differ-ence."
Benny Hermansson, IKEA

"A must for leaders."
Prof. Pierre Casse, Berlin School of Creative Leadership

"An impressively effective setup of marketing knowledge that provides va-luable and comprehensive insights into the latest marketing strategies of leading international companies."
Volker Schtz, Horizont

The Editor: Thomas Heilmann is CEO of Scholz & Friends AG, one of Europe's leading marketing service agencies. He also serves as visiting professor for communication strategy at the University of Arts, Berlin.


For further information see www.marketingmanual.org

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publisher marketing
Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant topics in international marketing, such as global marketing, marketing management, brand management, marketing communication and customer relations. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword.
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Editor: Heilmann, Thomas
Thomas Heilmann is Partner of Scholz & Friends Group as well as Chairman of the board at Scholz & Friends AG and is responsible for the groups strategy, expansion and the international network. Prior to this, he spent over ten years as a managing partner of Scholz & Friends Berlin in collaboration with Sebastian Turner. He is a visiting professor at the Berlin University of the Arts. The Scholz  &   Friends Group is represented in 19 countries and is the first and largest international network of advertising agencies to be directed from Germany.

The authors are leading experts from internationally renown companies.

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List Price $159.99
Your Price  $158.39
Paperback