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International Marketing Compact: Linde Lehrbuch

Autor Gerhard Wührer, F. Zeynep Bilgin
en Limba Engleză Paperback – 21 oct 2014
Die Internationalisierung der Unternehmenstätigkeit ist mehr denn je ein Thema für Praktiker als auch für jene, die sich auf ihre berufliche Tätigkeit vorbereiten sollen. International Marketing Compact vermittelt auf Englisch die neuesten und fundierten Inhalte dazu.

Schwerpunkte:
  • Understanding international marketing, global and transnational focus
  • Policy making and regulatory environment
  • Economic liberalization and emergence of new markets
  • Competitiveness of emerging markets
  • Culture and business negotiations
  • Value based buyer focus and adaptation
  • International marketing research and intelligence
  • Changing dynamics of international market entry
  • Export and FDI performance measurement
  • Global sourcing and supply chain management
  • New distribution networks, malls and retail chains
  • Product and service innovation, design, and branding
  • Pricing approaches and value management
  • Integrated marketing communication in global context
  • International marketing controlling
  • Modes of international marketing organization
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Specificații

ISBN-13: 9783714301359
ISBN-10: 3714301356
Pagini: 318
Dimensiuni: 171 x 238 x 22 mm
Greutate: 0.57 kg
Editura: Linde Verlag
Seria Linde Lehrbuch


Notă biografică

Univ.-Prof. Dr. F. Zeynep Bilgin ist Professorin für Marketing an der Marmara Universität Istanbul und Gastprofessorin an der Johannes Kepler Universität Linz, Institut für Handel, Absatz und Marketing.Univ.-Prof. Dr. F. Zeynep Bilgin is professor of marketing and holds a phD from Bogazici University. She worked on her phD thesis in the framework of a DAAD Scholarship at Hamburg University, Germany, became associate professor and full professor at Marmara University, Faculty of Business Administration, Istanbul, and also the Head of Department of Marketing (Eng). At the Johannes Kepler University, Linz, and at the Fachhochschule Joanneum, Graz, she holds blocked seminars on international marketing and international consumer behavior.