International Marketing Management : : Strategies, Concepts and Cases in Europe /

International Marketing Management : : Strategies, Concepts and Cases in Europe / / Mario Glowik, Slawomir Smyczek.

In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market env...

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Bibliographic Details
Superior document:Title is part of eBook package: De Gruyter DGBA Backlist Business and Economics 2000-2014 (EN)
VerfasserIn:
Glowik, Mario,
Smyczek, Slawomir,
Place / Publishing House:Berlin ;, Boston : : Oldenbourg Wissenschaftsverlag, , [2012]
©2011
Year of Publication:2012
Language:English
Online Access:
Physical Description:1 online resource (325 p.)
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Table of Contents:
  • Front Matter
  • 1 Chapter: An introduction to international marketing management
  • 2 Chapter: Corporate social responsibility in light of internationalization
  • 3 Chapter: The international business environment
  • 4 Chapter: Strategy Building
  • 5 Chapter: International marketing research
  • 6 Chapter: Relationship marketing
  • 7 Chapter: Consumer behavior in international markets
  • 8 Chapter: Consumer behavior application in international marketing
  • 9 Chapter: International marketing in practice
  • Back Matter

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