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Interkulturelles Marketing-Management
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Christin Emrich verfolgt das Ziel, dem Leser ein Wissen fr Kulturen und Methoden zu vermitteln, das ihn vor schwierigen Situationen und Fehlern beim interkulturellen Marketing-Management bewahrt. Der Praxisbezug erfolgt durch Praxisbeispiele aus verschiedenen Wissenschaftsbereichen und kulturellen Clustern. Interkulturelle Fallstudien und -unternehmenspraktische bungen ermglichen, das zuvor Gelernte unmittelbar zu berprfen. Neu in der 3. Auflage Die 3. Auflage wurde neu strukturiert und vollstndig berarbeitet. Die Autorin entwickelt erstmals ein nicht-hierarchisches wissenschaftliches Modell fr ein modernes interkulturelles Marketing-Management und adaptiert die Modellteile auf die Instrumente des Marketing-Mix sowie auf ein interkulturelles Netzwerkmanagement.
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