International marketing: a global perspective
Gespeichert in:
| Vorheriger Titel: | Dahringer, Lee D. International marketing |
|---|---|
| Hauptverfasser: | , , |
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Internat. Thomson Business Press
1999
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 1. Aufl. u.d.T.: Dahringer, Lee D.: International marketing |
| Beschreibung: | XX, 983 S. Ill., graph. Darst., Kt. |
| ISBN: | 1861524560 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804127133904142336 |
|---|---|
| adam_text | Preface xv
Acknowledgments xix
Part I International Marketing Motivation and Process 1
1 The Challenge of Globalization 3
Learning Objectives 3
Chapter Outline 3
International Incident: Europe s Competitive Position in the
Second Half of the 1990s 4
Globalization of Trade 4
• Historical Development 4 • Trade Liberalization 7 •
Strategy Box • Hyundai goes it alone 9
Future Issues Box • Worldwide Free Trade 11
• Economic Integration 12 •
Ethics Box • 200 Million Children as Work Slaves 23
Culture Box • Domino s Survives India s Food Fight 24
Driving Forces of International Business 25
• Theoretical Explanations 25 • Stimuli for International
Business 28 •
Summary 36
Additional readings 37
Discussion questions 37
Notes 37
2 International Marketing Strategy The Key To
Success 39
Learning Objectives 39
Chapter Outline 39
International Incident: Defend or Expand? 40
Business Response to the Challenge 40
• Perspectives of International Business 41 • Major
Decisions 42 •
Future Issues Box • Return to a Regional Business
Perspective 43
Ethics Box • Acting with Integrity 48
• Business Environments 50 • Marketing
Orientation 54 •
International Marketing 56
• Multinational Marketing 56 • Global Marketing 57 •
Strategy Box • Experience Curve Effects through
Acquisitions 59
• Standardization vs. Adaptation 62 •
Culture Box • Gifts versus Bribery in the Gulf States 66
The International Marketing Decision Process 73
iv * * Contents
• Potential Market Assessment 75 • Basic Strategic
Decisions 75 • Building and Sustaining the Global
Position 76 •
Summary 77
Additional Reading 78
Discussion Questions 78
Notes 78
Part II Potential Market Assessment 79
3 Hie Economic Environment 83
Learning Objectives 83
Chapter Outline 83
International Incident: Blast From the Past 84
Assessing the Economic Environment 85
Bases of Economic Wealth 87
• Population 87 • Natural Environment 94 •
Technological Resources 98 •
Future Issues Box • Beyond Computers: A Look at the Cutting
Edge 100
Culture Box • Remains of the Old Business Culture 102
• Economic System 103 •
Strategy Box • Private Enterprise in Central Europe 108
Indicators of Economic Wealth 112
• National Product 112 •
Ethics Box* •Opportunities to Avoid 115
• Balance of Payments 117 • Exchange Rate 118 •
Foreign Investment Ratio 121 •
Economic Viability Profiles 124
Summary 125
Discussion Questions 126
Additional Reading 126
Notes 126
4 Political and Legal Environment 129
Learning Objectives 129
Chapter Outline 129
International Incident: Beeg Mek and Ketoflio Fry 130
Analysing the Political and Legal Environment 131
The Political System 133
• Polical System Stability 133 •
Major Political Objectives 136
Future Issues Box • The Asian Technological Offensive 139
Strategy Box • Central European Media 140
International Trade Policy 140
• Export/Import Policy 141 • Investment Policy 144 •
Trade Sanctions 148 •
Contents ?
The Legal Environment 149
• International Business Law 149 •
Outre Box • Flirting with Danger 151
• Regulation of Competition 155 • Regulations
Concerning the Marketing Mix 156 •
Ethics Box • Mining Kids On Line for Information 159
Managing the Political and Legal Environment 163
• Assessing Political Risk 163 • Management Decisions
163 •
Summary 166
Discussion Questions 167
Additional Readings 167
Notes 167
5 The Cultural Environment 169
Learning Objectives 169
Chapter Outline 169
International Incident: Give Me More 170
The Influence of Culture on International Marketing 170
• A Definition of Culture 171 • Consumer Culture 172 •
Cn/iiRE Box • Confucian Confusion 172
• Business Culture 178 •
Ethics Box • What is Corruption? 188
Analysing the Cultural Environment 189
• Determination of Relevant Factors of Influence 189 •
Values and Norms 190 •
Futi re Issi es Box • Clash Between Asian and Central
European Work Ethics 194
Strategy Box • Of greens and American beans 197
• Communication 200 • Aesthetics 206 • Social
Organization 207 •
Managing the Cultural Environment 209
• Adapting to Cultural Differences 209 • Marketing s
Influence on Culture 210 •
Summary 211
Discussion Questions 211
Additional Reading 212
Notes 212
6 International Marketing Intelligence 215
Learning Objectives 215
Chapter Outline 215
International Incident: New Products for Asia 216
The International Market Research Process 217
Defining the Research Problem 218
• The Research Question 220 • Unit of Analysis 221 •
vi k CONTENTS
Strategy Box • Global Marketing Research by the Nissan
Motor Company Ltd 222
• Timing 223 • Organization 223 • Preliminary Budget
224 •
Assessing Information Needs and Availability 224
• Dimensions of the Research Problem 225 • Information
Available Within the Firm 225 • Information from Outside
Sources 227 •
Designing and Conducting the Research 229
• Secondary Research 229 • Primary Research
235 •
Ethics Box • The ICC/ESOMAR International Code of
Marketing and Social Research Practice 242
Culture Box • Cultural Problems with Survey Instruments
245
• Sampling 246 • Analytical Plan 248 • Research Budget
and Schedule 249 • Selecting a Research Agency 249 •
Interpretation and Presentation of Results 254
• Interpretation 254 •
Future Issues Box • Marketing Research in Fast Developing
Countries 255
• Presentation 256 •
Summary 257
Discussion Questions 258
Additional Reading 258
Notes 258
7 Potential Market Assessment: Determination of Attractive
Markets 261
Learning Objectives 261
Chapter Outline 261
International Incident: Hirschmann GmbH 262
The Process of Potential Market Assessment 262
Assessment of Country Markets 264
• Potential Assessment Criteria 264 • Assessment Criteria
Concerning the Macro Environment 264 •
Culture Box • Culture Clash 268
Future Issues Box • One America 270
Strategy Box • The War Goes On 272
Ethics Box • The Short March to Great Wealth 278
• Assessment Criteria Concerning the Operating
Environment 284 • Choice of Market Assessment Criteria
290 • Determination of Attractive Country Markets 292 •
Future Market Attractiveness 294 • The Most Attractive
Markets 297 •
Summary 297
Discussion Questions 298
Contents ? vii
Additional Readings 298
Notes 298
8 Potential Market Assessment: The Firm s Competitive
Position 301
Learning Objective 301
Chapter Outlines 301
International Incident: Grohe Water Technology 302
Assessing Potential Success in International Markets 303
Success Factors in International Marketing 303
• General Factors of Influence on International Marketing
Success 303 • Determination of Success Factors 310 •
Competitor Analysis 319
• Structure of the Competitive Environment 319 •
Assessment of Corporate Policy 322 •
Strategy Box • The Corporate Policy ofAsea Brown (ABB)
323
• Assessment of Corporate Strategy 323 •
Future Issues Box • On Your Mark, Get Set Phone! 326
• Assessment of Management Systems 327 • Assessment of
Operations 329 •
Ethics Box • The Wade System for Judging Sources of
Information 332
• Competitor Information Sources 333 •
Internal Analysis 333
• Corporate Policy 333 • Corporate Strategy 335 •
Management Systems 335 •
Culture Box • The Myth of Japanese Management Style
339
• Operations 340 •
Determination of Distinctive Competencies 344
• Profile of Strengths and Weaknesses 344 • Comparison of
Profiles of Strengths and Weaknesses 346 •
Summary 347
Discussion Questions 347
Additional Readings 348
Notes 348
Case Study • FASTI 349
Part III: Basic Strategic Decisions 357
9 The Global Strategic Position 361
Learning Objectives 361
Chapter Outline 361
i International Incident: The Global Chip Payoff 362
Denning the Global Strategic Position 362
Determination of Competitive Advantages 364
viii ¦ ¦ Contents
• Company Specific Competitive Advantages 365 •
Global Portfolio Strategy 366
• Basic Strategic Options 366 • Choice of Markets 370 •
Competitive Strategy 377
Ethics Box • Lew s Global Sourcing Guidelines 378
• Foundations of Successful Competition 381*
Future Issues Box • Management s Responsibility for the
Natural Environment 384
Culture Box • Relationship Building for Success in Third World
Markets 386
• Confrontation 386 • Innovation 388 • Acquisition 393
• Cooperation 394 •
Strategy Box • Abar Ipsen Industries Hunting for Growth in the
Pacific Rim 395
Resource ^Mlocation 398
• Scheduling the International Expansion 398 • Timing
403 •
Global Strategic Position 403
Summary 404
Discussion Questions 405
Additional Reading 405
Notes 406
10 Management Systems for International Marketing 407
Learning Objectives 407
Chapter Outline 407
International Incident: Reinventing Unilever 408
The Role of Management Systems in International
Marketing 409
• Goals 410 • Factors of Influence 410 •
Organization 411
• International Marketing Manager 411 • International
Marketing Department 412 • National Subsidiary Structure
412 • International Division Structure 414 • Global
Structures 414 •
Information System 421
Strategy Box • Citibank s Organizational Transition Process in
Europe 422
• Organizing for Marketing Research 423 • Information
Gathering 424 • Information Processing and Storage 426
• Information Dissemination 427 •
Future Issues Box • International Information Systems
Integration at HILTI 428
Planning System 429
• Centralized versus Adaptive Planning 429 • Time
Perspective 431 • Precision and Formalization 432 • ¦
Control 432
¦ .( I N j K N I S jx
Leadership System 433
Ethics Box • Blind Ambition 434
Culture Box • Clash of Cultures 435
• Role Models 435 • Reinforcement 436 • Human
Resources Development 436 • Conflict Resolution 436 •
Shaping the International Management Systems 438
• Managing Change 438 • Balancing the Firm s Management
Systems 439 •
Summary 442
Discussion Questions 443
Additional Reading 433
Notes 433
11 The Market Entry Strategy 445
Learning Objectives 445
Chapter Outline 445
International Incident: In the Empire of the Tiger 446
The Development of a Market Lntry Strategy 446
Position in Local Markets 454
• Selection of Target Customer Segments 451 • Selection of
Differential Benefits 452 • Position Statement 452 •
Determination of Local Market Kntry Modes 454
• Market Entry Modes 456 •
Future Issues Box • Consultation and Offers via the
Internet 457
Culture Box • Sponsors in Saudi Arabia 460
Ethics Box • Weihai Toush on Pollution 468
• Evaluation Criteria 469 •
Strategy Box • Ceberus 474
• The Decision Process 477 •
Summary 479
Additional Readings 480
Discussion Questions 481
Notes 481
Case Study • IIIRSII Watch Straps Japan 482
Case Study • HILTI Corporation (A B) 492
Case Study • CEAC China 501
Case Study • RAD Hofeastein 524
Part IV: Building and Sustaining the Global Position 547
12 International Product and Services Management: Product
Policy Decisions 551
Learning Objectives 551
Chapter Outline 551
International Incident: Bongrain: Adapting the Product to
Local Tastes 552
x • ¦¦? Contents
International Product Decisions 552
International Customers 555
• Driving Forces 555 • Decision Making Process 555 •
Product Usage 556 •
The Total Product 558
• Level of Customer Integration 559 • Material
and Immaterial Results 561 • The Product
System 562 •
International Product Policy 563
• Product Positioning 564 •
Culture Box • Citibank Blitzes Asia 567
Strategy Box • Tea for Taro 568
• Brand Concept 572 • Quality Guidelines 576 • Product
Portfolio 578 •
Ethics Box • Unilever Environment Report:
The Policy 579
Future Issues Box • A Killer Commute, Nasty Gamma
Rays, But What a View! 579
• Management Responsibilities 580 •
Summary 581
Discussion Questions 582
Additional Reading 582
Notes 582
13 International Total Product Management: Product
Management Processes 585
Learning Objectives 585
Chapter Outline 585
International Incident: GK: One 586
Product Management Processes 586
Product Portfolio Management 587
• The Product Life Cycle 587 • International Product
Portfolio 589 •
Future Issues Box • Delivering Value to the Customer in the
Market Space 591
• International Product Innovation 594 •
Ethics Box • Spying, Stealing, Copying 596
Quality Management 600
• Customer Satisfaction 600 • Quality Assurance 601 •
Quality Signalling 605 •
Brand Management 610
• Choice of Brand Name 611 •
Strategy Box • Nestle Brand Building Machine 613
Culture Box • The Challenge of Finding International Brand ;
Names 614
• Brand Protection 614 • Packaging 617 •
Consistency of International Brand Management 619 •
Costkn is • xi
Impact on the Marketing Mix 621
Summary 621
Discussion Questions 623
Additional Readings 623
Notes 623
14 International Distribution Management 625
Learning Objectives 625
Chapter Outline 625
International Incident: Make Your Dealears Your Partners 626
International Distribution Decisions 627
International Distribution Policy 628
Alternative Distribution Systems 629
• Integrated Distribution 629 •
Future Issues Box • Distribution via the
Marketspace 633
• Independent and Company Bound Distribution 633 •
Integrated versus Independent Distribution 634 •
International Channel Evaluation 636
• Customer Characteristics 636 • Intermediary
Characteristics 637 •
Culture Box • Mailed? 637
Ethics Box • Supermarket Boom Threatens Small Retailers in
Poland 643
Selection of Channel Members 645
• Selection Criteria 646 • Finding Potential Intermediaries
650 • Developing a Short List of Candidates 652 • Selection
653 • The Contract 653 •
Managing Channel Relationships 654
• Organization 656 • Motivation 657 • Communication
658 •
Strategy Box • We ll Provide the Shillelaghs 658
• Control 659 •
Influence on the Marketing Mix 660
Summary 661
Discussion Questions 662
Additional Readings 662
Notes 662
15 internatkwalMiatetingUgWfeS 665
Learning Objectives 665
Chapter Outline 665
International Incident: International Marketing Logistics
Networks 666
International Marketing Logistics 666
Future Issues Box • Making Global Connections at
Caterpillar 667
xii ? Contexts
International Marketing Logistics Policy 668
• Level of Customer Service 669 • Integrated versus
Independent Marketing Logistics 670 •
Strategy Box • The Norbert Dentressangle Group 671
• Choice of Logistics Partners 674 • Marketing Logistics
Management 674 •
Operating Marketing Logistics Decisions 674
• Customer Service 674 • Transportation 676 •
Ethics Box • The Marketer s Responsibility for Environmental
Protection 678
Culture Box • Federal Express s Tracking Services 679
• Packaging 682 • Warehousing and Storage 684 •
Location of Customer Contact Points 687 •
Terms of Sale 688
• Incoterms 689 • The UN Convention on International
Sales 692 •
Impact on the Marketing Mix 692
Summary 693
Discussion Questions 695
Additional Reading 695
Notes 695
16 International Sales Management 697
Chapter Objectives 697
Chapter Outline 697
International Incident: Asia s Managers Think Differently 698
International Sales Management Decisions 698
International Sales Policy 699
Ethics Box • Cross national Differences in Salespeoples
Ethics? 701
International Personal Selling 702
• Finding Potential Customers 702 • Preparing Sales Calls
711 •
Strategy Box • Planning an Effective and Efficient Business
Trip 712
• Sales Negotiations 720 • The International Offer 724 •
After Sales Activities 729
• After Sales Service 729 • Handling Customers Claims
730 • Resolving Disputes 730 •
Managing the International Sales Force 732
• Recruitment and Selection 732 •
Culture Box • Expatriate Salesforce: A Tough Life in the
USA 733
• Development of Sales Personnel 735 •
Future Issues Box • Women in International Sales 737
• Motivation and Compensation 739 •
Contknts ? xiii
Impact on the Marketing Mix 741
Summary 742
Discussion Questions 744
Additional Readings 744
Notes 744
17 International Market Communication 745
Learning Objectives 745
Chapter Outline 745
International Incident: Haagen Dazs 746
International Market Communication 746
• Integrated Market Communication 747
Public Relations 751
• Investor Relations 752 • Government Relations 752 •
Media Relations 754 • Customer Relations 756 •
Personnel Realtions 756 • Implementing International
Public Relations 757 •
Advertising 758
• Standardization versus Adaptation 758 •
Cultuue Box • Full Steam Ahead for Diesel 764
• International Advertising Implementation 765 •
Sales Promotion 768
• Targets of Sales Promotion 768 • Objectives of Sales
Promotion 772 • Choice of Sales Promotion Tools 774 •
Sponsoring and Direct Market Communication 777
• Sponsoring 778 • Direct Market Communication 780 •
Future Issues Box • Marketing to the Digital
Consumer 780
Summary 783
Discussion Question 784
Additional Reading 784
Notes 784
18 International Pricing Decisions 787
Learning Objectives 787
Chapter Outline 787
International Incident: Are International Prices Beyond Corporate
Control? 788
International Pricing Decisions 788
International Pricing Policy 790
• Standard Pricing 790 • Standard Formula Pricing 790 •
Price Adaptation 791 •
Ethics Box • Gray Markets 792
Future Issues Box • International Price Data Bases 793
• Strategic Pricing 794 • Internal Pricing 794 •
Factors of Influence on Price Setting 796
• Costs 796 • The Market 796 •
Strategy Box • The Battle: P G Against Retailers 798
xiv Contents
• The Macro Environment 799 • Price Escalation 800
Terms of Payment 802
• Factors Affecting Choice 802 • Methods of
Payment 805 •
Culture Box • Open Accounts in Europe 807
Managing Financial Risk 811
• Choice of Currency 812 • Foreign Currency Account
812 • Spot Market 812 • Selling Foreign Currency
Receivables 813 • Foreign Currency Credit 813 • Forward
Market 813 • Foreign Currency Option 813 • Guarantees
814 • Insurance 814 •
Countertrade 816
• Barter 816 • Other Forms of Countertrade 817 •
Company and Government Motives 818 • Concerns about
Countertrade 819 • Countertrade Opportunities 820 •
Impact on the Marketing Mix 820
Summary 821
Discussion Questions 822
Additional Reading 822
Notes 822
19 t%e fertenwtiooai Mufetfmg Haa 683 ...„
Learning Objectives 823
Chapter Outline 823
International Incident: A Bumpy Ride 824
The International Business Plan 825
• Hierachical Levels of Business Plan Development
825 • Marketing s Contributions to the Business
Plan 827 •
Strategy Box • Hewlett Packard s Corporate Objectives
Revealed Over the World Wide Web 829
Ethics Box • Tobacco War in Kenya and Tanzania 834
International Marketing Strategy 836
International Marketing Plan 838
• Audiences 838 • Structure 840 • Planning Procedure
855 •
Culture Box • Mercedes Made in Alabama 860
Summary 860
Future Issues Box • The Marketing Plan of the Next
Decade 861
Discussion Questions 862
Additional Reading 862
Notes 863
Case Study • United Colours of Benetton 863
Case Study • James Lloyd 911
Case Study • Van Leer Packaging Worldwide 935 :
Case Study • Citibank 960
Index 976 :
|
| any_adam_object | 1 |
| author | Mühlbacher, Hans Dahringer, Lee D. Leihs, Helmuth |
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| dewey-ones | 658 - General management |
| dewey-raw | 658.8/48 |
| dewey-search | 658.8/48 |
| dewey-sort | 3658.8 248 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 2. ed. |
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| genre | 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Einführung Lehrbuch |
| id | DE-604.BV012490350 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:28:31Z |
| institution | BVB |
| isbn | 1861524560 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-008478572 |
| oclc_num | 40682611 |
| open_access_boolean | |
| owner | DE-703 DE-20 DE-19 DE-BY-UBM DE-521 |
| owner_facet | DE-703 DE-20 DE-19 DE-BY-UBM DE-521 |
| physical | XX, 983 S. Ill., graph. Darst., Kt. |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Internat. Thomson Business Press |
| record_format | marc |
| spelling | Mühlbacher, Hans Verfasser aut International marketing a global perspective Hans Mühlbacher ; Lee Dahringer ; Helmuth Leihs 2. ed. London [u.a.] Internat. Thomson Business Press 1999 XX, 983 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier 1. Aufl. u.d.T.: Dahringer, Lee D.: International marketing Internationale marketing gtt Marchés d'exportation ram Export marketing Globalisierung (DE-588)4557997-0 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Markterschließung (DE-588)4114519-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Auslandsmarkt (DE-588)4003776-9 gnd rswk-swf Produkteinführung (DE-588)4239366-8 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Globalisierung (DE-588)4557997-0 s 3\p DE-604 Marketing (DE-588)4037589-4 s 4\p DE-604 Auslandsmarkt (DE-588)4003776-9 s 5\p DE-604 Produkteinführung (DE-588)4239366-8 s 6\p DE-604 Markterschließung (DE-588)4114519-7 s 7\p DE-604 Dahringer, Lee D. Verfasser aut Leihs, Helmuth Verfasser aut 1. Auflage Dahringer, Lee D. International marketing HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008478572&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 7\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Mühlbacher, Hans Dahringer, Lee D. Leihs, Helmuth International marketing a global perspective Internationale marketing gtt Marchés d'exportation ram Export marketing Globalisierung (DE-588)4557997-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Markterschließung (DE-588)4114519-7 gnd Marketing (DE-588)4037589-4 gnd Auslandsmarkt (DE-588)4003776-9 gnd Produkteinführung (DE-588)4239366-8 gnd |
| subject_GND | (DE-588)4557997-0 (DE-588)4125431-4 (DE-588)4114519-7 (DE-588)4037589-4 (DE-588)4003776-9 (DE-588)4239366-8 (DE-588)4151278-9 (DE-588)4123623-3 |
| title | International marketing a global perspective |
| title_auth | International marketing a global perspective |
| title_exact_search | International marketing a global perspective |
| title_full | International marketing a global perspective Hans Mühlbacher ; Lee Dahringer ; Helmuth Leihs |
| title_fullStr | International marketing a global perspective Hans Mühlbacher ; Lee Dahringer ; Helmuth Leihs |
| title_full_unstemmed | International marketing a global perspective Hans Mühlbacher ; Lee Dahringer ; Helmuth Leihs |
| title_old | Dahringer, Lee D. International marketing |
| title_short | International marketing |
| title_sort | international marketing a global perspective |
| title_sub | a global perspective |
| topic | Internationale marketing gtt Marchés d'exportation ram Export marketing Globalisierung (DE-588)4557997-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Markterschließung (DE-588)4114519-7 gnd Marketing (DE-588)4037589-4 gnd Auslandsmarkt (DE-588)4003776-9 gnd Produkteinführung (DE-588)4239366-8 gnd |
| topic_facet | Internationale marketing Marchés d'exportation Export marketing Globalisierung Internationales Marketing Markterschließung Marketing Auslandsmarkt Produkteinführung Einführung Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008478572&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT muhlbacherhans internationalmarketingaglobalperspective AT dahringerleed internationalmarketingaglobalperspective AT leihshelmuth internationalmarketingaglobalperspective |