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rudolph thomas (curatore); schlegelmilch bodo b. (curatore); bauer andrás (curatore); franch josep (curatore); meise jan niklas (curatore) - diversity in european marketing
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Diversity in European Marketing Text and Cases

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Dettagli

Genere:Libro
Lingua: Inglese
Editore:

Gabler Verlag

Pubblicazione: 03/2012
Edizione: 2012





Trama

This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.




Sommario

Diverse Demographics and Structural Diversity
Diversity in Consumer Behavior in Europe
Diverse Marketing Environments and Diversity Management





Autore

Thomas Rudolph is director of the Institute of Retail Management at the University of St. Gallen, Switzerland, and holds the Gottlieb-Duttweiler Chair of International Retail Management.
Bodo B. Schlegelmilch is dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna University of Economics and Business in Austria.
Josep Franch is an associate professor in Marketing at ESADE Business School in Barcelona (Spain), where he is also the director of the MSc programs in Management and the academic director for the CEMS Master in International Management.
András Bauer is professor of Marketing and department head at Corvinus University of Budapest in Hungary.
Jan Niklas Meise completed his PhD at the Institute of Retail Management at the University of St. Gallen in Switzerland.











Altre Informazioni

ISBN:

9783834914200

Condizione: Nuovo
Dimensioni: 240 x 168 mm Ø 472 gr
Formato: Brossura
Illustration Notes:XII, 264 p. 62 illus.
Pagine Arabe: 264
Pagine Romane: xii


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