Manual of International Marketing

"I don't wish to make any secret of my prejudice: another mass grave of essays in which old anecdotes are over-generalised - and incorrectly at that. That is what often happens when texts collected in a volume set out to find a common significance. In the end, often the only thing that connects them is the cover. When I say that this is expressly not the case with the Manual of International Marketing, then I am not doing this as a favour. It also comes as no surprise, since it is the product of very clever and very sophisticated methodology. It is called "Executive Science". The method was developed by the University of Tubingen and the Humboldt University of Berlin and is based on two very simple, very true insights. Firstly: A theory is only worth anything if it holds its own in practice. That means, ask the top practitioners - and make sure they're the right ones. We have a saying a bit like this: If you think business consultants consult businesses, then you think that butterflies fly butter. Secondly: Anecdotes about experiences are not worth a tad unless they are analysed and systematised. That means stringent, utilisable relevance rather than appealing stories. (...) The contributions are divided into five large chapters: Global Marketing, Marketing Management, Brand Management, Marketing Communication and Customer Relations. Apart from the method and the makers, the book also profits from another aspect that is frequently easily overlooked. The book is international, but it speaks with a slight German accent. We Germans are sometimes modest, so we seem to believe that management knowledge comes from anywhere but here. I consider that an error. If the title of export world champion and European patent champion isn't enough to convince you, then I recommend these two kilos of paper. I wish you all what I already have behind me: a profitable read. " Rolf Schmidt-Holtz, worldwide CEO of Sony BMG