Description
Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant problems in international marketing. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword. Thomas Heilmann (Editor)Thomas Heilmann is Partner of Scholz & Friends Group as well as Chairman of the board at Scholz & Friends AG and is responsible for the group’s strategy, expansion and the international network. Prior to this, he spent over ten years as a managing partner of Scholz & Friends Berlin in collaboration with Sebastian Turner. He is a visiting professor at the Berlin University of the Arts. Catchwords from the following areas: – Global Marketing – Marketing Management – Brand Management – Marketing Communication – Customer Relations
