000			03946nam a22003855i 4500
999			_c238506 _d238506
001			238506
003			ES-VaUE
005			20240627192605.0
006			a||||fo|||| 00| 0
007			cr nn 008mamaa
008			230523s2023 gw | o |||| 0|eng d
020			_a9783662668009
024	7		_a10.1007/978-3-662-66800-9 _2doi
040			_aES-VaUE _bspa _cES-VaUE _dES-VaUE
050		4	_aHF5410 _b2024 EB
100	1		_aBerndt, Ralph _eautor _4http://id.loc.gov/vocabulary/relators/aut _9518831
245	1	0	_aInternational Marketing Management _cby Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
250			_a1st ed 2023
264		1	_aBerlin Heidelberg _c2023 _bSpringer International Publishing
300	0	0	_a1 recurso en línea
336			_atexto _btxt _2rdacontent
337			_aelectrónico _bc _2rdamedia
338			_arecurso electrónico _bcr _2rdacarrier
505	0		_aInformation basics of international marketing management -- Strategic international marketing -- International use of marketing instruments -- International marketing controlling -- International marketing organization -- Man resources management in internationally active companies.
520			_aFor every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals. This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies. The contents Information basics of international marketing management Strategic international marketing International use of marketing instruments International marketing controlling International marketing organization Human resources management in internationally active companies The Authors Prof. (ret.) Dr. Ralph Berndt held the Chair of Business Administration, in particular Marketing, and was Head of the Research Center for International Marketing at the Eberhard Karls University of Tübingen. Prof. Dr. Claudia Fantapié Altobelli has headed the Institute of Marketing at Helmut Schmidt University, University of the Federal Armed Forces Hamburg, since 1995. Her work focuses on market research, international marketing, marketing and new media. Prof. Dr. Matthias Sander has held the Chair of General Business Administration with a focus on marketing at the University of Konstanz since 1998. His work focuses in particular on brand management and international marketing. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.
988			_aSpringer_Business_2023
650		7	_2embne _96518 _aMarketing
700	1		_9518832 _aFantapié Altobelli, Claudia _eautor
700	1		_9518833 _aSander, Matthias _eautor
856	4	0	_uhttps://go.openathens.net/redirector/universidadeuropea.es?url=https://doi.org/10.1007/978-3-662-66800-9 _zAcceso a este recurso digital (usuarios Universidad Europea de Valencia)
942			_2lcc _cLE
998			_db _b06/2024 _ea _zSI