| Literatur |
REQUIRED READING:
• Keegan, W. / Green, M. (2004): Global Marketing, 4th ed. (Pearson Education)
RECOMENDED READING:
• Kotabe and Helsen, Global Marketing Management, 3nd ed. (Wiley, 2004)
• Kotler, P. (2003): Marketing Management, 11th ed., internat. edition (Prentice Hall)
• Kotler, P. et al. (2004): Principles of Marketing: European Edition, 4/E (Pearson Education) |
