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Diversity in European Marketing
. Ed(S): Bauer, Andras; Franch, Josep; Rudolph, Thomas E.; Schlegelmilch, Bodo; Meise, Jan Niklas
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Description for Diversity in European Marketing
Paperback. Editor(s): Bauer, Andras; Franch, Josep; Rudolph, Thomas E.; Schlegelmilch, Bodo; Meise, Jan Niklas. Num Pages: 276 pages, 62 black & white illustrations, 29 black & white tables, biography. BIC Classification: 1D; KJS. Category: (P) Professional & Vocational. Dimension: 246 x 171 x 18. Weight in Grams: 446.
Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student assignments further provide educators, who want to take a European perspective in their teaching, with probing discussion material and encourage readers to think ahead. All cases are written by expert academics of leading management schools in Europe, establishing diversity in culture and approaches. The topics are accordingly as diverse as its contributors and include case studies and insights on the European ... Read more
Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student assignments further provide educators, who want to take a European perspective in their teaching, with probing discussion material and encourage readers to think ahead. All cases are written by expert academics of leading management schools in Europe, establishing diversity in culture and approaches. The topics are accordingly as diverse as its contributors and include case studies and insights on the European ... Read more
Product Details
Format
Paperback
Publication date
2012
Publisher
Springer Fachmedien Wiesbaden Germany
Number of pages
276
Condition
New
Number of Pages
264
Place of Publication
Wiesbaden, Germany
ISBN
9783834914200
SKU
V9783834914200
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About . Ed(S): Bauer, Andras; Franch, Josep; Rudolph, Thomas E.; Schlegelmilch, Bodo; Meise, Jan Niklas
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 ... Read more
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