Sorry, this item is not available in
Image not available for
Image not available

To view this video download Flash Player


Sign in to turn on 1-Click ordering
More Buying Choices
Have one to sell? Sell yours here
Tell the Publisher!
I'd like to read this book on Kindle

Don't have a Kindle? Get your Kindle here, or download a FREE Kindle Reading App.

Marketing Mix Standardisation in International Marketing: An Empirical Investigation of the Degree of Marketing Programme Standardisation in German ... Studies, Economics and Management, 5) [Paperback]

Tobias Richter

List Price: $76.95
Price: $73.10 & FREE Shipping. Details
You Save: $3.85 (5%)
o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o
Only 1 left in stock (more on the way).
Ships from and sold by Gift-wrap available.
Want it Tuesday, July 15? Choose One-Day Shipping at checkout. Details
Free Two-Day Shipping for College Students with Amazon Student


Amazon Price New from Used from
Paperback $73.10  

Book Description

April 2002 0820454559 978-0820454559
The increasing globalisation of markets and competition drives the strategic approach towards international marketing programmes to the very heart of corporate success in the beginning of the 21st century. More than ever, the marketing manager of today has to permanently balance the potential advantages of an international marketing standardisation and the benefits gained by an adaptation to local preferences. Therefore, this book aims not only at providing a strong theoretical background of key concepts, past notions and the latest developments in the international marketing debate. Instead, it also focuses on key factors which determine an adequate international marketing strategy with regard to consumer goods, industrial goods and services. Thus, this study elaborates on crucial aspects applying to international marketing managers facing global competition by analysing empirically the marketing approach chosen by the 500 largest German companies by turn-over which represent to quite some extent one of the most successful and internationally-orientated economy in the world.
--This text refers to an alternate Paperback edition.

Editorial Reviews

About the Author

The Author: Prior to taking his Ph.D. at the University of Warwick, UK, Tobias Richter studied Business Administration at Freie Universität Berlin, Germany, and at the University of California at Berkeley, USA. He also holds a joint MBA degree from the University of Bristol, UK, and the Ecole Nationale de Ponts et Chaussees, France. --This text refers to an alternate Paperback edition.

Product Details

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

There are no customer reviews yet.
5 star
4 star
3 star
2 star
1 star
Share your thoughts with other customers

Sell a Digital Version of This Book in the Kindle Store

If you are a publisher or author and hold the digital rights to a book, you can sell a digital version of it in our Kindle Store. Learn more


There are no discussions about this product yet.
Be the first to discuss this product with the community.
Start a new discussion
First post:
Prompts for sign-in

Look for Similar Items by Category