Interkulturelles Marketing

Interkulturelles Marketing

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Claudia Mennicken entwickelt einen konzeptionellen Bezugsrahmen fA¼r ein interkulturelles Marketingmanagement und konstruiert eine Kulturkonzeption, die die WirkungszusammenhAcnge zwischen Kultur, Konsumverhalten und Marketing systematisch erfasst.Du Gay, P./Hall, S/Janes, L/Mackay, H/Negus, K. (1997): Doing Cultural Studies - The Story of the Sony Walkman, London ... DA¼lfer, E. (1981a): Zum Problem der UmfeldberA¼cksichtigung im a€žInternationalen Managementa€œ, in: Pausenberger, anbsp;...

Title:Interkulturelles Marketing
Author: Claudia Mennicken
Publisher:Springer-Verlag - 2013-09-03

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