EIBA Newsletter

EIBA-zine - Issue No. 1 - November 2004  (printable version)
EIBA-zine - Issue No. 2 - December 2005  (printable version)
EIBA-zine - Issue No. 3 - October 2006  (printable version)
EIBA-zine - Issue No. 4 - October 2007  (printable version)
EIBA-zine - Issue No. 5 - November 2008  (printable version)
Special Issue: A Tribute to John H. Dunning - Editor: Danny Van Den Bulcke  (printable version)
EIBA-zine - Issue No. 6 - November 2009  (printable version)
EIBA-zine - Issue No. 1 - November 2004
  • The Forthcoming EIBA Conference
  • Letter from President Marjan Svetlicic
  • Letter from Chairman Danny Van Den Bulcke
  • The EIBA Fellows
  • The EIBA Doctoral Tutorial
  • The EIBA Doctoral Tutorial 2003
  • Upcoming Events
  • New Books
  • The Perspective of Time
  • Info about EIBA-zine
    • New Books
    Marketing International - Ulrike Mayrhofer

    Ulrike  Mayrhofer, MARKETING INTERNATIONAL
    Paris, Economica. 2004.
    ISBN: 2-7178-4833-9

    This book explains key concepts and techniques used in the field of international marketing. The author reviews recent contributions and presents a theoretical and managerial approach to major issues of international marketing. The concepts are illustrated by practical examples and case-studies. The book is divided into three parts:
    (1) the development of international activities (2) strategic and organizational aspects of international marketing (3) marketing-mix decisions in an international context. It provides guidelines of how to identify opportunities in foreign markets and of how to optimize the management of international activities.

     
    Top