Buch, Englisch, 328 Seiten, KART, Format (B × H): 171 mm x 238 mm, Gewicht: 566 g
Reihe: Linde Lehrbuch
Buch, Englisch, 328 Seiten, KART, Format (B × H): 171 mm x 238 mm, Gewicht: 566 g
Reihe: Linde Lehrbuch
ISBN: 978-3-7143-0135-9
Verlag: Linde Verlag
The knowledge, which is provided for both students and practitioners, is well balanced in terms of theoretical input and managerial application. This is the result of numerous examples presented in this book not only from Europe, but also from other markets throughout the world.
The book is addressed to various student groups: those in a bachelor s program studying business, economics and international trade can well use the book to gain a broad and current perspective on trends in international marketing theory and practice. Those in a master s program for business, economics and international trade can use the book as a guide for building a theoretical background for their term projects and the case studies they analyze. Those at the PhD level in the same or similar disciplines can take a compact look at 21st century international marketing. It is also beneficial for international students, for example, for Erasmus students at European universities, who are building a common international marketing background and perspective that they can take back to their studies at their home universities.