Manual of International Marketing

The "Manual of International Marketing" provides a comprehensive insight into the real world of contemporary international marketing. Leading ex-perts 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. Based on Executive Science methodology "This book has the mind, the heart and the guts you need to make a differ-ence." Benny Hermansson, IKEA "A must for leaders." Prof. Pierre Casse, Berlin School of Creative Leadership "An impressively effective setup of marketing knowledge that provides va-luable and comprehensive insights into the latest marketing strategies of leading international companies." Volker Schtz, Horizont The Editor: Thomas Heilmann is CEO of Scholz & Friends AG, one of Europe's leading marketing service agencies. He also serves as visiting professor for communication strategy at the University of Arts, Berlin. For further information see www.marketingmanual.org.