Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Managements, wendet sich dieses Buch … sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich die internationalen Aspekte der Marketing-Planung, des … Marketing-Controlling und der Marketing-Organisation sowie das Human Resources Management. Auch die Marktforschung auf …

entrepreneurial activity and international marketing. …

Multi-national corporations (MNCs) and large domestic companies have traditionally ignored a large part of the world … critique from a number of developmental and marketing perspectives. We argue that instead of focusing on untapped low …

In today’s digital world, it is impossible to achieve wide scale marketing goals without using modern methodology of … integrated marketing communications management. Companies experience increasing influence of consumer-generated content and … online reviews. Therefore, the need for specific tools and methodology of integrated marketing communications management …

in their international marketing. For example, Internet directories and Internet market spaces are assisting … international market expansion of the firm. Firms are integrating the Internet into international marketing processes such as … advertising, marketing, market research and international market management as well as in data transference between company and …

appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and … issues in marketing representation: face-ism, idealization, exoticization and exclusion. This framework is discussed and … applied to marketing communications. It argues that valuations of communication appropriateness must be informed by an …

This poster paper analyses the international marketing and trade strategies implemented by italian quality food … PDO and Parmigiano Reggiano PDO.Discussing the international marketing and trade strategies, according to the traditional …

engender fear, coercion, or intimidation. We investigate terrorism and its association with marketing strategy and operations …