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International Marketing by Klaus Backhaus

International Marketing

by Klaus Backhaus
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Book cover type: Paperback
  • ISBN13: 9780333963883
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Palgrave
  • Publisher Imprint: Palgrave
  • Publication Date:
  • Pages: 480
  • Original Price: GBP 80.0
  • Language: English
  • Edition: 2004
  • Item Weight: 708 grams
  • BISAC Subject(s): International / Marketing

International Marketing is an adaptation of a best-selling German text, which considers the global marketing arena from a new and original perspective. It focuses upon international marketing primarily as the coordination of a company's different national marketing programmes. How can for example an exchange of marketing knowledge across borders add value to a company's position in other markets? What impact does the exchange of goods and information across borders by customers have? What effect can 'going international' have on an international cost position? How can lead markets act as a guide to future developments in other countries? International Marketing takes a comprehensive look at all the underlying concepts, using a wealth of truly European examples and substantial case studies.

KLAUS BACKHAUS is Director of the Institut für Anlagen und Systemtechnologien at the Marketing Centrum Münster which is part of the Westfälische Wilhelms-Universität Münster in Germany. JOACHIM BUSCHKEN lectures in marketing at the Katholische Universität Eichstätt Ingolstadt. MARKUS VOETH lectures at the Institut für Betriebswirtschaftslehre at the University of Hohenheim in Germany.
KLAUS BACKHAUS is Director of the Institut für Anlagen und Systemtechnologien at the Marketing Centrum Münster which is part of the Westfälische Wilhelms-Universität Münster in Germany. JOACHIM BUSCHKEN lectures in marketing at the Katholische Universität Eichstätt Ingolstadt. MARKUS VOETH lectures at the Institut für Betriebswirtschaftslehre at the University of Hohenheim in Germany.

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