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Kulturelle Faktoren in der internationalen Geschftsentwicklung

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Springer Nature
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N/A
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GTIN
9783834921338
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Die Fhigkeit, internationale Opportunitten im Marketing zu nutzen und dabei kulturelle Faktoren zu bercksichtigen gehrt zu den Schlsseldeterminanten fr wirtschaftlichen Gesamterfolg. Sebastian Vieregg untersucht, wie und in welchen Handlungsbereichen internationale Unternehmen durch interne und externe kulturelle Aspekte beeinflusst werden. Da der Einsatz des Internets und die quantitative Erfolgsbewertung alternativer Aktivitten im Marketing zunehmend an Bedeutung gewinnen, konzentriert er sich auf die onlinebasierten Mglichkeiten des interkulturellen Marketings und entwirft ein theoriebasiertes Konzept zur Bemessung der Kulturorientierung im Marketing.

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