2020 | OriginalPaper | Chapter
Der Planungsprozess des internationalen Marketingmanagements
Authors : Ralph Berndt, Claudia Fantapié Altobelli, Matthias Sander
Published in: Internationales Marketingmanagement
Publisher: Springer Berlin Heidelberg
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Zusammenfassung
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Situationsanalyse und -prognose,
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strategische internationale Marketingplanung,
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taktisch-operative internationale Marketingplanung (internationale Marketingpolitik),
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Realisation und
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Kontrolle der Auslandsaktivitäten.