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Strategic International Marketing
Hans G. Meissner
出版Springer Science & Business Media, 2012-12-06
主題Business & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Advertising & Promotion
ISBN36427547759783642754777
URLhttp://books.google.com.hk/books?id=enDtCAAAQBAJ&hl=&source=gbs_api
EBookSAMPLE
註釋International marketing strategies are an essential part of the growing process of internationalization of markets and companies. This process creates a new pattern of risks and chances for companies and requires a long-term and systematic approach to world markets. At the same time, the rise of buyers' markets and market saturation in important market segments in most industrial countries is creating an increasingly marketing orientation in many companies. This book presents the concepts and implementation strategies needed to pursue international marketing. The perspectives and possibilities as well as the instruments of strategic international marketing are displayed against an empirical background drawn from the experience both of German companies and of internationally operating companies in other countries, especially the EC, the USA and Japan.