Hans Muhlbacher Books

In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. This book starts from the premise that any firm, regardless of size, can compete globally. The challenge for today's manager is to identify and seize the opportunities most appropriate to their company. The text examines the main issues facing companies that want to compete successfully in the global marketplace. It combines coverage of the relevant theories with a practical approach to the issues.

Marketing Management offers comprehensive coverage of this important area, dealing with both strategic and operational marketing issues with a liberal use of contemporary, global examples. It demonstrates clearly how marketing processes can contribute to the creation of value for the stakeholders of every business organization as well as for the organization itself. Uniquely, marketing is treated as a bundle of processes intertwined throughout the entire business organization. Written by three eminent professors, this book is especially useful for readers interested in advanced marketing techniques, explained through a series of end of chapter "Toolbox" sections.