Diversity in European Marketing: Text and Cases by Thomas RudolphDiversity in European Marketing: Text and Cases by Thomas Rudolph

Diversity in European Marketing: Text and Cases

byThomas Rudolph

Paperback | March 14, 2012

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This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.
Thomas Rudolph is director of the Institute of Retail Management at the University of St. Gallen, Switzerland, and holds the Gottlieb-Duttweiler Chair of International Retail Management. Bodo B. Schlegelmilch is dean of the WU Executive Academy and Chair of the Institute for International Marketing Management at WU Vienna University of...
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Title:Diversity in European Marketing: Text and CasesFormat:PaperbackDimensions:264 pages, 24 × 16.8 × 0.02 inPublished:March 14, 2012Publisher:Springer-Verlag/Sci-Tech/TradeLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3834914207

ISBN - 13:9783834914200

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Table of Contents

Diverse Demographics and Structural DiversityDiversity in Consumer Behavior in EuropeDiverse Marketing Environments and Diversity Management