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Interkulturelles Marketing-Management: Erfolgsstrategien - Konzepte - Analysen by Christin Emrich

Interkulturelles Marketing-Management: Erfolgsstrategien - Konzepte - Analysen

by Christin Emrich
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Book cover type: Paperback
  • ISBN13: 9783658030322
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 517
  • Original Price: EUR 56.07
  • Language: German
  • Edition: 3., Vollst. Ube
  • Item Weight: 844 grams
  • BISAC Subject(s): Marketing / General

Christin Emrich verfolgt das Ziel, dem Leser ein Wissen f�r 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 erm�glichen, das zuvor Gelernte unmittelbar zu �berpr�fen.

Neu in der 3. Auflage
Die 3. Auflage wurde neu strukturiert und vollst�ndig �berarbeitet. Die Autorin entwickelt erstmals ein nicht-hierarchisches wissenschaftliches Modell f�r ein modernes interkulturelles Marketing-Management und adaptiert die Modellteile auf die Instrumente des Marketing-Mix sowie auf ein interkulturelles Netzwerkmanagement.

Dr. Christin Emrich lehrt als Dozentin an der Universität Hamburg und anderen Universitäten in Deutschland sowie der Schweiz und führt eine Unternehmensberatung.

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