International marketing management: strategies, concepts and cases in europe
Auteur :
Glowik, Mario / Smyczek, Slawomir
Éditeur :
De Gruyter
ISBN :
9783486597493
Date de publication :
22 juin 2011
Dimensions :
24,0 x 17,0 cm
Poids :
750 g
Langue :
Anglais
Pays d'origine :
Allemagne
Takes as its perspective that the customer undoubtedly is positioned in the center of the firm's overall management activities. This book includes chapters that concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies.