Vereinheitlichung Der Werbung Im Rahmen Der Internationalen Marktbearbeitung
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Vereinheitlichung Der Werbung Im Rahmen Der Internationalen Marktbearbeitung

Vereinheitlichung Der Werbung Im Rahmen Der Internationalen Marktbearbeitung


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About the Book

Angesichts der aktuellen Forderung nach globalen Markenkonzepten im Zeichen eines länderübergreifenden Wachstums der Unternehmen nimmt die Frage nach einer Vereinheitlichungsfähigkeit der Werbung im Rahmen der internationalen Marktbearbeitung eine zentrale Stellung ein. Inwieweit kann die Werbung im internationalen Kontext vereinheitlicht werden? Welche Schritte sind im Rahmen einer Vereinheitlichungsentscheidung zu durchlaufen? Der Autor geht auf die vielfältigen Entscheidungstatbestände und ihre Besonderheiten im Rahmen der internationalen Werbung ein, stellt ein Rahmenkonzept einer Vereinheitlichungsentscheidung vor und wird der Notwendigkeit einer marktspezifischen Erörterung der Thematik durch die Auswertungen und Interpretationen einer eigenen empirischen Untersuchung gerecht. Auf der Basis eines soliden theoretischen und empirischen Fundaments werden der Bedeutungsgehalt und die Eigenheiten einer länderübergreifenden Vereinheitlichung der Werbung verdeutlicht sowie zukunftsweisende Lösungsansätze und Hinweise für die internationale Werbepraxis und -forschung gegeben.
About the Author: Der Autor: Thomas Went wurde 1972 in Bergisch-Gladbach geboren. Er studierte von 1992 bis 1997 Betriebswirtschaftslehre mit den Schwerpunkten Marketing und Statistik an den Universitäten Düsseldorf und Münster. Nach seinem Abschluß zum Diplom-Kaufmann promovierte er am Lehrstuhl für Marketing der Ruhr-Universität Bochum und war zugleich als freier Mitarbeiter bei einem international tätigen Markenartikelunternehmen beschäftigt.


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Product Details
  • ISBN-13: 9783631366202
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Edition: New edition
  • ISBN-10: 3631366205
  • Publisher Date: 09 Aug 2000
  • Sub Title: Eine Empirische Analyse Am Beispiel Des Shampoo-Marktes


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Vereinheitlichung Der Werbung Im Rahmen Der Internationalen Marktbearbeitung
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Vereinheitlichung Der Werbung Im Rahmen Der Internationalen Marktbearbeitung
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