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Internationale Marketing-Politik
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Dieses Buch bietet sowohl Studierenden als auch Praktikern eine fundierte und ausfhrliche Darstellung internationaler Marketing-Politik. Fr die internationalen Basisstrategien "Standardisierung" und "Differenzierung" werden die Einsatzmglichkeiten aller Marketing-Instrumente im Detail errtert. Verhaltenswissenschaftliche, informationswirtschaftliche und methodische Grundlagen wurden angemessen eingearbeitet. Bei der Entwicklung internationaler Marketing-Anstze wurden die aktuellen Rahmenbedingungen der Wirtschaft konsequent beachtet.
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