Every country, particularly if it depends on foreign trade to such a high degree as the Federal Republic of Germany, has a vital interest in exploiting all its export opportunities. The authors have developed a measurement concept focusing on the foreign orientation of business managers. Their...

Frontmatter -- Vorwort -- Inhalt -- Zielsetzung und Aufbau des Buches -- I. Konzeptionell-theoretische Grundlagen des Handels-Marketing -- Einführung -- Paradigmatische Basis der marketingwissenschaftlichen Handelsforschung / Hasitschka, Werner -- Instrumentelle Besonderheiten des...