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Cover: 9783865960542 | English in Marketing | Sylva-Michèle Sternkopf | Taschenbuch | 380 S.
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English in Marketing
International Communication Strategies in Small and Medium-Sized Enterprises
Taschenbuch von Sylva-Michèle Sternkopf
Sprache: Englisch

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Beschreibung
What measures do German SMEs take to successfully present themselves on the international market place? In contrast to larger groups, where dedicated communication departments cooperate closely with renowned advertising agencies to disseminate the marketing message and to reach exactly the right target groups, corporate communication in medium-sized companies is often characterised by ad-hoc decisions, tight budgets and a lower esteem for the value of professional communication. This empirical survey investigates ¿International Communication Strategies in SMEs¿, uncovers reasons and consequences of this approach, illuminates the role of the English language in international marketing and provides tangible tips what SMEs can do to improve their international market presence.
What measures do German SMEs take to successfully present themselves on the international market place? In contrast to larger groups, where dedicated communication departments cooperate closely with renowned advertising agencies to disseminate the marketing message and to reach exactly the right target groups, corporate communication in medium-sized companies is often characterised by ad-hoc decisions, tight budgets and a lower esteem for the value of professional communication. This empirical survey investigates ¿International Communication Strategies in SMEs¿, uncovers reasons and consequences of this approach, illuminates the role of the English language in international marketing and provides tangible tips what SMEs can do to improve their international market presence.
Details
Medium: Taschenbuch
Inhalt: 380 S.
ISBN-13: 9783865960542
ISBN-10: 3865960545
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Sternkopf, Sylva-Michèle
Hersteller: Frank & Timme GmbH
Frank und Timme GmbH
Maße: 210 x 148 x 21 mm
Von/Mit: Sylva-Michèle Sternkopf
Erscheinungsdatum: 30.09.2005
Gewicht: 0,491 kg
Artikel-ID: 112286645
Details
Medium: Taschenbuch
Inhalt: 380 S.
ISBN-13: 9783865960542
ISBN-10: 3865960545
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Sternkopf, Sylva-Michèle
Hersteller: Frank & Timme GmbH
Frank und Timme GmbH
Maße: 210 x 148 x 21 mm
Von/Mit: Sylva-Michèle Sternkopf
Erscheinungsdatum: 30.09.2005
Gewicht: 0,491 kg
Artikel-ID: 112286645
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