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Internationales Marketing

Internationales Marketing

          
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About the Book

Der Welthandel hat nach Angaben des GATT im Jahre 1976 erstmals die Tausend-Milliarden-Dollar-Marke iiberschritten. .Dieses, jede menschliche Vorstellung iibersteigende -dreizehnstellige- Volumen, HiBt zumindest emp- finden, welche gewaltigen Giitermengen stiindig iiber die Grenzen flieBen, und welche gigantischen Leistungen zu ihrer Vermarktung erbracht werden. Das stolze Kaufmannswort "Mein Feld ist die Welt" hat also mehr denn je Giiltigkeit, und um so dringender erscheint es, auch in der Bundesrepublik Deutschland in Forschung und Lehre dieses Feld zu bestellen und dabei zu- niichst einmal die internationalen Erfahrungen anderer Nationen - und hier vor allem die der Amerikaner - aufzuarbeiten. Das vorliegende Werk solI dazu im Bereich des Marketing einen Beitrag liefern. Es entstand aus der Notwendigkeit, Studierenden dieses Faches (das ubrigens an der Universitiit Erlangen - Numberg im Institut fur Export- forschung eine lange Tradition hat) eine relativ knapp gefaBte Darstellung des Internationalen Marketing an die Hand zu geben. Dariiber hinaus sollte es fUr aIle jene Praktiker von Nutzen sein, die - uber die reinen Export- techniken hinaus - nach Konzeptionen fur ihr Auslandsgeschiift suchen. Man moge sich nun nicht durch die Vorstellung entmutigen lassen, daB hier einmal mehr die Probleme und Methoden von weltweit arbeitenden Konzer- nen zur Diskussion stehen; lernen kann man das geplante, systematische und durchorganisierte Vorgehen aber bevorzugt von diesen, auch wenn die eigenen Aktionsmoglichkeiten bescheidener sind. Die vorhandene Literatur wurde in den vorausgegangenen Jahren zum Teil bereits in Diplomarbeiten an meinem Lehrstuhl gesammelt und verarbeitet.


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Product Details
  • ISBN-13: 9783409303118
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: Y
  • Spine Width: 14 mm
  • Width: 170 mm
  • ISBN-10: 3409303111
  • Publisher Date: 01 Jan 1978
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 268
  • Series Title: Schriftenreihe Markt Und Marketing
  • Weight: 439 gr


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