International Marketing Compact

International Marketing Compact

von: F. Bilgin, Gerhard Wührer

Linde Verlag Wien Gesellschaft m.b.H., 2014

Format: ePUB, OL

Kopierschutz: DRM

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Preis: 22,99 EUR

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International Marketing Compact


International Marketing Compact offers a new perspective in teaching international marketing. The authors address issues in a novel way by bringing in cases from advanced and emerging markets. In this connection they also discuss technological requirements of the 21st century and how these developments necessitate a change in looking at international marketing issues. The individual chapters follow the necessary steps to develop and implement projects successfully in the international market place.

The knowledge, which is provided for both students and practitioners, is well balanced in terms of theoretical input and managerial application. This is the result of numerous examples presented in this book not only from Europe, but also from other markets throughout the world.

The book is addressed to various student groups: those in a bachelor's program studying business, economics and international trade can well use the book to gain a broad and current perspective on trends in international marketing theory and practice. Those in a master's program for business, economics and international trade can use the book as a guide for building a theoretical background for their term projects and the case studies they analyze. Those at the PhD level in the same or similar disciplines can take a compact look at 21st century international marketing. It is also beneficial for international students, for example, for Erasmus students at European universities, who are building a common international marketing background and perspective that they can take back to their studies at their home universities.

Univ.-Prof. Dr. F. Zeynep Bilgin ist Professorin für Marketing an der Marmara Universität Istanbul und Gastprofessorin an der Johannes Kepler Universität Linz, Institut für Handel, Absatz und Marketing.Univ.-Prof. Dr. F. Zeynep Bilgin is professor of marketing and holds a phD from Bogazici University. She worked on her phD thesis in the framework of a DAAD Scholarship at Hamburg University, Germany, became associate professor and full professor at Marmara University, Faculty of Business Administration, Istanbul, and also the Head of Department of Marketing (Eng). At the Johannes Kepler University, Linz, and at the Fachhochschule Joanneum, Graz, she holds blocked seminars on international marketing and international consumer behavior.