Strategic International Marketing
ISBN:
978-3-642-75479-1
Auflage:
Softcover reprint of the original 1st ed. 1990
Verlag:
Springer Berlin
Land des Verlags:
Deutschland
Erscheinungsdatum:
06.12.2011
Format:
Softcover
Seitenanzahl:
178
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Versandkostenfrei ab 40 Euro in Österreich
International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.
