Global Marketing -- Konzeption Eines Länderübergreifenden Marketing: Erfolgsbedingungen, Analysekonzepte, Gestaltungs- Und Implementierungsansätze

Name: Global Marketing -- Konzeption Eines Länderübergreifenden Marketing: Erfolgsbedingungen, Analysekonzepte, Gestaltungs- Und Implementierungsansätze
Brand: Deutscher Universitatsverlag
SKU: 9783824400171
Price: 3776.0 INR
Availability: InStock

by Ralf Kreutzer

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ISBN13: 9783824400171
Binding: Paperback
Subject: N/A
Publisher: Deutscher Universitatsverlag
Publisher Imprint: Deutscher Universitatsverlag
Publication Date: January 1, 1989
Pages: 390
Original Price: EUR 51.39
Language: German
Edition: 1990
Item Weight: 495 grams
BISAC Subject(s): Economics / General

About The Book

Mit der zunehmenden Bedeutung der Internationalisierung des Marketing hat sich seit Uinge- rem die Diskussion eines wichtigen strategischen Grundproblems herauskristallisiert; es geht urn die Frage, ob und in welchem Umfang im internationalen Marketing differenzierte oder standardisierte Marketingkonzepte die erfolgversprechendere Alternative darstellen. Gerade in neuerer Zeit besteht die Tendenz, Global Marketing - im Sinne standardisierter Marketing- programme - geradezu als Patentrezept eines erfolgreichen internationalen Marketing zu empfehlen. DemgegenUber ist eine differenziertere Betrachtung notwendig, die nicht nur starker auf die jeweiligen Erfolgsbedingungen eines Global Marketing abstellt, sondern das Standardisierungskonzept sowohl auf Marketingprogramme als auch auf Marketingprozesse anwendet und damit die Perspektive wesentlich erweitert. Urn diese erweiterte Perspektive geht es in der vorliegenden Untersuchung, die gerade den Fragen einer ProzeBstandardi- sierung breiten Raum widrnet. Auf's Ganze gesehen schlieBt die Arbeit eine LUcke, indem eine umfassende, vertiefte Analyse der Konzeption eines Global Marketing vorgenommen wird, urn daraus Gestaltungsvorschllige fUr die Praxis abzuleiten. Die Arbeit liefert zunlichst eine umfassende und kritische Aufarbeitung des heutigen Stan- des der Diskussion urn das Global Marketing, wobei nicht nur die Programmstandardisie- rung, sondern auch die ProzeBstandardisierung in die Analyse einbezogen wird. DaB eine solche Sichtweise zweckmliBig ist und sich mehr und mehr verbreitet, resultiert aus der Tat- sache, daB Programmstandardisierung teilweise der ProzeBstandardisierung bedarf und beide Phanomene hochgradig interdependent sind. Mit der Behandlung der ProzeBstandardisierung werden auch Probleme der Unternehmensorganisation und -fiihrung aufgegriffen, ein Bereich, den Marketingwissenschaft wie Marketingpraxis bisher allzu sehr vernachllissigt haben.

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