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Glowik, Mario; Smyczek, Slawomir

International Marketing Management Strategies, Concepts and Cases in Europe (Gebundene Ausgabe)

Gruyter, de Oldenbourg, De Gruyter Oldenbourg, Juni 2011


325 S. - Sprache: Englisch - 250x182x27 mm

ISBN: 3486597493 EAN: 9783486597493

This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm's overall management activities. True understanding of the customer requires efficient marketing research about the firm's international business environment. As discussed in the first chapters of the book, the firm's business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication.


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Katalog: HC/Wirtschaft/Werbung, Marketing

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Über den Autor

Mario Glowik holds a Doctorate in Business Administration from the Freie Universität Berlin, Germany. In 2011 he successfully completed his habilitation (post-doctoral qualification) at the Vienna University of Economics and Business, Austria. His academic experience includes teaching undergraduate and graduate courses in universities in Germany, Austria, Poland, and France. His research deals with issues related to internationalization, strategic management, and marketing, with a particular focus on Asian management characteristics. Before he was appointed a professor, he served more than eight years as a product and marketing manager in the consumer electronics industry at several locations around the globe.

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"Zur Lektüre empfohlen!" Tatjana Tönsmeyer, sehepunkte


ISBN 3-486-59749-3

ISBN 978-3-486-59749-3

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