Overview
- Case studies and insights on the European marketing and management of companies
- Written by expert academics of leading management schools in Europe
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Table of contents (12 chapters)
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Targeting Diverse Demographics and Managing Structural Diversity in Europe
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Acknowledging and Managing Diversity in Consumer Behavior in Europe
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Responding to Diverse Marketing Environments and Managing Diversity in Europe
Keywords
About this book
Editors and Affiliations
About the editors
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 Economics and Business in Austria.
Josep Franch is an associate professor in Marketing at ESADE Business School in Barcelona (Spain), where he is also the director of the MSc programs in Management and the academic director for the CEMS Master in International Management.
AndrĂ¡s Bauer is professor of Marketing and department head at Corvinus University of Budapest in Hungary.
Jan Niklas Meise completed his PhD at the Institute of Retail Management at the University of St. Gallen in Switzerland.
Bibliographic Information
Book Title: Diversity in European Marketing
Book Subtitle: Text and Cases
Editors: Thomas Rudolph, Bodo B. Schlegelmilch, AndrĂ¡s Bauer, Josep Franch, Jan Niklas Meise
DOI: https://doi.org/10.1007/978-3-8349-6976-7
Publisher: Gabler Verlag Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Gabler Verlag | Springer Fachmedien Wiesbaden 2012
Softcover ISBN: 978-3-8349-1420-0Published: 14 March 2012
eBook ISBN: 978-3-8349-6976-7Published: 09 March 2012
Edition Number: 1
Number of Pages: XII, 264
Number of Illustrations: 62 b/w illustrations
Topics: Marketing