International Marketing Management
Strategies, Concepts and Cases in Europe
(Sprache: Englisch)
This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm's overall management activities. True understanding of the customer requires efficient marketing research about the firm's international business...
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This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm's overall management activities. True understanding of the customer requires efficient marketing research about the firm's international business environment. As discussed in the first chapters of the book, the firm's business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication.
Autoren-Porträt von Mario Glowik, Slawomir Smyczek
Mario Glowik holds a Doctorate in Business Administration from the Freie Universität Berlin, Germany. His academic experience includes teaching undergraduate and graduate courses in universities of applied sciences in Saarbrücken and Wildau (Germany), Vienna University of Economics (Austria), ESC Brest (France) and University of Economics in Katowice (Poland). His research deals with issues related to concepts of internationalization, strategic management, and marketing, with a particular focus on Asian management characteristics. Before he was appointed a professor, he served more than eight years as a product and marketing manager in the consumer electronics industry at several locations around the globe. Slawomir Smyczek, is Professor at the University of Economics in Katowice (Poland) where he earned his Ph.D. In 2010, the Polish Prime Minister awarded his habilitation thesis as the best in the field of economy. Dr. Smyczek has written and published over 90 articles on the subject of international consumer behavior and financial services marketing, and is also author and co-author of monographs. Dr. Smyczek teaches graduate and postgraduate courses in consumer behavior and marketing at different universities around the world. He also serves as a consultant for institutions and enterprises involved in international business.
Bibliographische Angaben
- Autoren: Mario Glowik , Slawomir Smyczek
- 2011, XIII, 325 Seiten, Masse: 17,5 x 24,6 cm, Gebunden, Englisch
- Verlag: OLDENBOURG
- ISBN-10: 3486597493
- ISBN-13: 9783486597493
- Erscheinungsdatum: 27.06.2011
Sprache:
Englisch
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