Hans Mühlbacher – författare

Marketing Management challenges the traditional view of marketing as a function, considering it instead as a series of processes pervading the entire organization and involving most personnel as part-time marketers. The authors argue that every company or institution must manage four main processes: strategic positioning, market intelligence, value creation and value generation.Adopting a global approach, the book focuses on value creation and introduces students to the tools of the marketing mix in a process oriented manner.New to this edition:- New coverage of technology applications and developments and B2B marketing- Consistent focus on value creation throughout- More examples to illustrate theory- Enhanced pedagogy including long case studies and exercises in every chapterWith its unique approach and international coverage, this book is essential reading for advanced undergraduate and postgraduate students of Marketing Management and will also appeal to MBA and other post-experience students.

International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues and broadens the way business students view international markets and marketing. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.Unlike many US and European texts International Marketing: A Global Perspective does not look out at the international scene from just one standpoint; rather it examines the way businesses go international from a variety of different countries and continents, for instance, from Asia to Europe, Europe to North American and Latin America to the US. The new edition has been brought completely up-to-date and has a full range of ancillary material for lecturers and students.