Manual of International Marketing. [Paperback]

Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant problems in international marketing. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword.Catchwords from the following areas:- Global Marketing- Marketing Management- Brand Management- Marketing Communication- Customer RelationsHands-on theoretical insights and practical guidelines for the most relevant topics in international marketing

Thomas Heilmann (Editor)
Thomas Heilmann is Partner of Scholz & Friends Group as well as Chairman of the board at Scholz & Friends AG and is responsible for the groups strategy, expansion and the international network. Prior to this, he spent over ten years as a managing partner of Scholz & Friends Berlin in collaboration with Sebastian Turner. He is a visiting professor at the Berlin University of the Arts.

The Manual of International Marketing provides a comprehensive insight into the real world of contemporary international marketing. Leading ex-perts from some of the most renown international companies around offer their take on 38 key issues of modern-day marketing, covering fields such as Brand Value Management, International Brand Portfolio Management, Global Customer Interaction and Intercultural Marketing.

Displayed in the newest Executive Science knowledge format, each chapter delivers both a precise model for its field and a hands-on management process that helps marketing managers, corporate executives and financial investors understand, implement and evaluate measures and strategies in today's and tomorrow's global marketing arena.

Participating companies:
BMW Group, Deutsche Lufthansa AG, eBay, Electronic Arts, Fujitsu Siemens Computers, MasterCard Europe, Masterfoods Inc., McDonald's Germany, Milã1