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Interkulturelles Marketing

Mehr Erfolg im internationalen Geschäft

  • Authors
  • Jean-Claude Usunier
  • Björn Walliser

Table of contents

  1. Front Matter
    Pages I-XI
  2. Die Analyse des Umfeldes: Die Kultur als wichtige Einflußgröße des internationalen Marketing

    1. Front Matter
      Pages 1-1
    2. Jean-Claude Usunier, Björn Walliser
      Pages 3-19
    3. Jean-Claude Usunier, Björn Walliser
      Pages 21-35
    4. Jean-Claude Usunier, Björn Walliser
      Pages 37-59
    5. Jean-Claude Usunier, Björn Walliser
      Pages 61-77
    6. Jean-Claude Usunier, Björn Walliser
      Pages 79-95
  3. Globales Marketing oder interkulturelles Marketing?

    1. Front Matter
      Pages 97-97
    2. Jean-Claude Usunier, Björn Walliser
      Pages 99-117
    3. Jean-Claude Usunier, Björn Walliser
      Pages 119-134
    4. Jean-Claude Usunier, Björn Walliser
      Pages 135-146
    5. Jean-Claude Usunier, Björn Walliser
      Pages 147-165
  4. Marketing im interkulturellen Umfeld

    1. Front Matter
      Pages 167-167
    2. Jean-Claude Usunier, Björn Walliser
      Pages 169-192
    3. Jean-Claude Usunier, Björn Walliser
      Pages 193-208
    4. Jean-Claude Usunier, Björn Walliser
      Pages 209-227
  5. Interkulturelle Marketing-Verhandlungen

    1. Front Matter
      Pages 229-229
    2. Jean-Claude Usunier, Björn Walliser
      Pages 231-249
    3. Jean-Claude Usunier, Björn Walliser
      Pages 251-264
  6. Back Matter
    Pages 265-292

About this book

Keywords

Globalisierung Handel Marketing Produktion Wirtschaft

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-322-90366-2
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 1993
  • Publisher Name Gabler Verlag, Wiesbaden
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-322-90367-9
  • Online ISBN 978-3-322-90366-2
  • Buy this book on publisher's site
Industry Sectors
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Biotechnology
Finance, Business & Banking
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