For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals.

This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.

About the Author

Prof. (ret.) Dr. Ralph Berndt held the Chair of Business Administration, in particular Marketing, and was Head of the International Marketing Research Unit at Eberhard Karls University, T�bingen.

Prof. Dr. Claudia Fantapi� Altobelli has headed the Institute of Marketing at Helmut Schmidt University, University of the Federal Armed Forces Hamburg, since 1995. Her work focuses on market research, international marketing, marketing and new media.

Prof. Dr. Matthias Sander has held the Chair of General Business Administration with a focus on marketing at the University of Konstanz since 1998. His work focuses in particular on brand management and international marketing.

"About this title" may belong to another edition of this title.

Store Description

We carry a comprehensive range of out of print and rare books.

Visit Seller's Storefront

Seller's business information

Kennys Bookshops and Art Galleries Limited
Liosban Industrial Estate, Tuam Road, Galway, GY, Ireland

Sale & Shipping Terms

Terms of Sale

We guarantee the condition of every book as it's described on the Abebooks websites.

If you're dissatisfied with your purchase (Incorrect Book/Not as Described/Damaged) or if the order hasn't arrived, you're eligible for a refund within 30 days of the estimated delivery date.

For any queries please use the contact seller link or send an email to books@kennys.ie

Conor Kenny

Shipping Terms

All books securely packaged. Some books ship from Ireland.

Shipping rates within U.S.A.

Shipping rates within U.S.A.
Order quantity	14 to 20 business days	13 to 14 business days
First item	US$ 10.50	US$ 21.00

Delivery times are set by sellers and vary by carrier and location. Orders passing through Customs may face delays and buyers are responsible for any associated duties or fees. Sellers may contact you regarding additional charges to cover any increased costs to ship your items.