Beschreibung
International Marketing: Principles and Practice. A management-oriented approach
This innovative book provides a comprehensive introduction to international marketing and strategic marketing management. The book offers a clear and easy-to-understand overview of the latest developments in international marketing – in all aspects. The most important theoretical aspects are explained in an easily accessible way to facilitate the transfer of this knowledge into real decision-making situations. In addition, the book not only integrates all relevant aspects of international strategic and operative marketing, but also structures them using the international marketing management process in such a way that both students and practitioners get a comprehensive and holistic overview of how everything fits together. Consequently, this textbook sets a new benchmark for achievement in international marketing and strategic marketing management guides.
‘The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of global marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for international marketing students and young professionals everywhere.’
Christoph Schweizer, Managing Director, TraveKom GmbH
‘A comprehensive introduction to the theory and practice of International Marketing in the 21st century, this exciting textbook provides excellent coverage of global marketing to a world of intertwined, high-speed, competitive marketplace.’
Philip Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University
The authors
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.
Marc Opresnik is a Distinguished Professor of Marketing at the Technische Hochschule Lübeck as well as a Member of the Board of Directors at SGMI Management Institute St. Gallen and TEDx Speaker. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world’s most renowned marketing, management and negotiation experts.
