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.

Einführung in die Thematik -- Vermittlungsplattformen für Privatunterkünfte in der Sharing Economy -- Theoretischer Bezugsrahmen zur Erklärung der Akzeptanz von Privatunterkunftsvermittlern -- Empirie- und theoriegeleitete Modellierung der Akzeptanz von Privatunterkunftsvermittlern --...

Informationsgrundlagen des internationalen Marketing-Managements -- Strategisches internationales Marketing -- Internationaler Einsatz des Marketinginstrumentariums -- Internationales Marketing-Controlling -- Internationale Marketingorganisation -- Human Resources Management in international...

This book outlines the richness of case study approaches in their contribution to theory. It offers master and doctoral students a systematic overview of how to conduct case study research considering the variety of its approaches. A continuum of theory is outlined in order to clarify the...