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Internationales Marketing-Management

Internationales Marketing-Management

          
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About the Book

English summary: In a globalised economy international marketing is of growing importance. Strong developing and evolving countries and their markets lie at the centre of this approach. They give chances of new growth to enterprises, but at the same time prove to be highly complex, as they strongly differ from classical markets. The question of standard and varying treatment of the international markets becomes more and more important. This work analyses this, from the perspective of brands. The concept of identity based brand steering was chosen, as it allows for an inside-out as well as an outside-in analyses, which looks at brands as link between the markets of different countries. German description: Das internationale Marketing gewinnt aufgrund einer starker globalisierten Geschaftstatigkeit von Unternehmen stetig an Bedeutung. Im Mittelpunkt stehen dabei wachstumsstarke Entwicklungs- und Schwellenlander. Sie eroffnen westlichen Unternehmen neue Wachstumschancen, stellen gleichzeitig aber sehr hohe Anforderungen, da sie sich deutlich von den klassischen Absatzmarkten unterscheiden. Umso wichtiger wird die Frage der Standardisierung bzw. der Differenzierung der internationalen Marktbearbeitung. Diese wird im vorliegenden Buch durch die "Brille der Markenfuhrung" betrachtet. Dafur wurde das Konzept der identitatsbasierten Markenfuhrung gewahlt, weil es einerseits die Kompetenz- und Marktperspektive integriert und somit eine "Inside-Out"- mit einer "Outside-In"-Analyse verbindet und andererseits Marken als das verbindende Bezugsobjekt zwischen den Landermarkten betrachtet. Das Buch folgt dem entscheidungsorientierten Managementansatz und richtet sich an Studenten, Wissenschaftler und Praktiker.
About the Author: Prof. Dr. Dr. mult. Meffert was director of the institute for marketing at the University of Munster. Prof. Burmann hold the chair for innovative brand management at the university of Bremen. Christian Becker (Dipl.) is research assistant at the same institute. Contributor Biography - German Prof. Dr. Dr. h.c. mult. Heribert Meffert war Direktor des Instituts fur Marketing an der Universitat Munster. Prof. Dr. Christoph Burmann ist Inhaber des Lehrstuhls fur innovatives Markenmanagement an der Universitat Bremen, Dr. Christian Becker war wissenschaftlicher Mitarbeiter an diesem Lehrstuhl.


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Product Details
  • ISBN-13: 9783170169234
  • Publisher: Kohlhammer
  • Publisher Imprint: Kohlhammer
  • Edition: 0004-4., Uberarbeite
  • Language: German
  • Returnable: N
  • Spine Width: 18 mm
  • Width: 155 mm
  • ISBN-10: 3170169238
  • Publisher Date: 28 Oct 2010
  • Binding: Paperback
  • Height: 229 mm
  • No of Pages: 298
  • Series Title: Kohlhammer Edition Marketing
  • Weight: 430 gr


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