Das Werk stellt einen völlig neuen Ansatz der Diskussion globaler Marketingproblemstellungen dar. Vieles in der Diskussion um globales Marketing und Strategie ist von der Spannung zwischen dem Wunsch nach globaler Standardisierung und dem Erfordernis lokaler Anpassung geprägt. Diese...

"Taking the Fear Out of Data Analysis provides readers with the necessary knowledge and skills to understand, perform, and interpret quantitative data analysis effectively. Acknowledging that people often dislike statistics and quantitative methods, this book illustrates that statistical...

Despite widespread agreement that corporate social responsibility (CSR) should not be motivated only by a desire to increase corporate financial performance (CFP), marketers are aware of the possible links between CSR and CFP. Surprisingly, after decades of empirical investigation, the evidence...

Cover -- Half Title -- Title Page -- Copyright Page -- Table of contents -- Illustrations -- Editors -- Contributors -- Preface -- Acknowledgments -- Part I Fundamentals -- 1 Foundations of Strategic Marketing -- Introduction -- Strategic Marketing, Market Strategy, and Marketing Strategy --...