Manual of International Marketing - Heilmann, Thomas (Hrsg.)

Thomas Heilmann (Hrsg.) 

Manual of International Marketing

Ed. by Thomas Heilmann, Scholz & Friends Group
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Manual of International Marketing

Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant problems in international marketing. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword.

The Manual of International Marketing provides a comprehensive insight into the real world of contemporary international marketing. Leading experts, from some of the most renown international companies around, offer their take on 38 key issues of modern-day marketing, covering fields such as Brand Value Management, International Brand Portfolio Management, Global Customer Interaction and Intercultural Marketing. Displayed in the newest Executive Science knowledge format, each chapter delivers both a precise model for its field, and a hands-on management process that helps marketing managers, corporate executives and financial investors understand, implement and evaluate measures and strategies in today s and tomorrow s global marketing arena.
Participating companies: BMW Group, Deutsche Lufthansa AG, eBay, Electronic Arts, Fujitsu Siemens Computers, MasterCard Europe, Masterfoods Inc., McDonald s Germany, Microsoft, PUMA AG, SAP AG, Siemens AG, Unilever and other leading companies.


Produktinformation

  • Verlag: Gabler
  • 2006
  • Ausstattung/Bilder: 2006. 584 p. w. num. figs. and photos.
  • Seitenzahl: 586
  • Best.Nr. des Verlages: 85027671
  • Deutsch
  • Abmessung: 242mm x 168mm x 42mm
  • Gewicht: 1490g
  • ISBN-13: 9783834900395
  • ISBN-10: 3834900397
  • Best.Nr.: 14502676
"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
Thomas Heilmann ist Partner der Scholz&Friends-Gruppe sowie Vorstandsvorsitzender der Scholz&Friends AG und zuständig für Strategie und Expansion sowie für das internationale Netzwerk der Gruppe. Er war zuvor über zehn Jahre gemeinsam mit Sebastian Turner geschäftsführender Gesellschafter von Scholz&Friends Berlin. Er lehrt als Gastprofessor an der Universität der Künste Berlin.

Inhaltsangabe

- Catchwords from the following areas:

- Global Marketing

- Marketing Management

- Brand Management

- Marketing Communication- Customer Relations

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