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book: Internationales Marketing für Ingenieure
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Internationales Marketing für Ingenieure

  • Helmut Kohlert
Language: German
Published/Copyright: 2014
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About this book

In many foreign markets, the economy is stable, future-oriented, and interested in innovative products. Yet gaining entry to these markets appears difficult and risky – often too risky for small and mid-sized enterprises. This book addresses the special needs of technology-oriented mid-sized firms and points the way to practical solutions.

  • A book by and for practitioners working in technology-oriented firms
  • Completely revised with updated examples

Author / Editor information

Helmut Kohlert, HS Esslingen.

Supplementary Materials

Topics

  • Publicly Available

    Frontmatter

    I
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    Vorwort

    V
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    Inhalt

    VII
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    1. Internationalisierung der Wirtschaft

    1
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    2. Internationalisierung der Unternehmen

    27
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    3. Interkulturelles Management

    79
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    4. Auswahl und Bewertung von Auslandsmärkten

    115
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    5. Going-International Strategien

    153
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    6. Being-International Strategien

    199
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    7. Strategieumsetzung im internationalen Kontext

    223
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    Glossar über wichtige Fachbegriffe im internationalen Marketing

    267
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    Literaturverzeichnis

    277
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    Stichwortverzeichnis

    283
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Publishing information
Pages and Images/Illustrations in book
eBook published on:
September 9, 2014
eBook ISBN:
9783110355017
Hardcover published on:
September 15, 2014
Hardcover ISBN:
9783110355000
Edition:
2nd, completely revised ed.
Pages and Images/Illustrations in book
Front matter:
10
Main content:
288
Illustrations:
175
https://doi.org/10.1524/9783110355017
eBook ISBN: 9783110355017
Hardcover ISBN: 9783110355000
Keywords for this book
International marketing; engineers; Kohlert; marketing
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