Overview
In-depth presentation of all aspects of international marketing management
With numerous practical examples
Detailed presentation of the marketing toolkit
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Table of contents (24 chapters)
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Front Matter
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International Management and Marketing
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Front Matter
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International Marketing Information
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Front Matter
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International Marketing Strategy
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Front Matter
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International Marketing Mix
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Front Matter
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International Marketing Controlling
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Front Matter
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Keywords
About this book
For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals.
This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.
Reviews
"International Marketing Management represents the state of the art of the subject, very well prepared, many examples and illustrations, good book design." (Prof. Werner Pepels, Westfälische Hochschule,Gelsenkirchen)
Particularly noteworthy: "Very appealing, compact and easy to read presentation of the complex topic" (Prof. Dr. Sybille Schmid, Stuttgart Media University)
Authors and Affiliations
About the authors
Prof. (ret.) Dr. Ralph Berndt held the Chair of Business Administration, in particular Marketing, and was Head of the International Marketing Research Unit at Eberhard Karls University, Tübingen.
Prof. Dr. Claudia Fantapié Altobelli has headed the Institute of Marketing at Helmut Schmidt University, University of the Federal Armed Forces Hamburg, since 1995. Her work focuses on market research, international marketing, marketing and new media.
Prof. Dr. Matthias Sander has held the Chair of General Business Administration with a focus on marketing at the University of Konstanz since 1998. His work focuses in particular on brand management and international marketing.
Bibliographic Information
Book Title: International Marketing Management
Authors: Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
DOI: https://doi.org/10.1007/978-3-662-66800-9
Publisher: Springer Gabler Berlin, Heidelberg
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer-Verlag GmbH, DE, part of Springer Nature 2023
Softcover ISBN: 978-3-662-66799-6Published: 24 May 2023
eBook ISBN: 978-3-662-66800-9Published: 23 May 2023
Edition Number: 1
Number of Pages: XIV, 608
Number of Illustrations: 230 b/w illustrations, 9 illustrations in colour
Topics: Marketing