Bookcover of The international management of marketing function
Booktitle:

The international management of marketing function

The marketing managerial practices in relation to the integration - local responsiveness dualism

LAP LAMBERT Academic Publishing (2012-08-09 )

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ISBN-13:

978-3-659-16265-7

ISBN-10:
3659162655
EAN:
9783659162657
Book language:
English
Blurb/Shorttext:
This is an exploratory study which investigates international marketing management. The study examines how marketing function is managed in a case company, following an organisational approach that looks at companies from a classical hierarchical structural point of view. The goal is to understand if the function is managed in an integrated way or if it is made more locally responsive. The study revealed that marketing function is managed through an integrated approach. This is made possible by the strategic relevance that the function seems to have at the corporate level. At the same time, marketing function seems to be losing its power inside company at the functional level.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Valentina Costanza
Number of pages:
92
Published on:
2012-08-09
Stock:
Available
Category:
Management
Price:
49.00 €
Keywords:
Integration, strategy, Marketing, International Management, local responsiveness

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