Manual of International Marketing.

The "Manual of International Marketing" provides a comprehensive insight into the real world of contemporary international marketing. Leading ex-perts from some of the most renown international companies around offer their take on 38 key issues of modern-day marketing, covering fields such as Brand Value Management, International Brand Portfolio Management, Global Customer Interaction and Intercultural Marketing.

Displayed in the newest Executive Science knowledge format, each chapter delivers both a precise model for its field and a hands-on management process that helps marketing managers, corporate executives and financial investors understand, implement and evaluate measures and strategies in today's and tomorrow's global marketing arena.

Participating companies:
BMW Group, Deutsche Lufthansa AG, eBay, Electronic Arts, Fujitsu Siemens Computers, MasterCard Europe, Masterfoods Inc., McDonald's Germany, Microsoft, PUMA AG, SAP AG, Siemens AG, Unilever, and other leading companies.

Based on Executive Science methodology

"This book has the mind, the heart and the guts you need to make a differ-ence."
Benny Hermansson, IKEA

"A must for leaders."
Prof. Pierre Casse, Berlin School of Creative Leadership

"An impressively effective setup of marketing knowledge that provides va-luable and comprehensive insights into the latest marketing strategies of leading international companies."
Volker Schütz, Horizont

The Editor: Thomas Heilmann is CEO of Scholz & Friends AG, one of Europe's leading marketing service agencies. He also serves as visiting professor for communication strategy at the University of Arts, Berlin.


For further information see www.marketingmanual.org

• Affiliate Marketing
• Automobilindustrie
• Direktmarketing
• Energie
• Finanz
• Gesundheit
• International Marketing
• Internationales Marketing
• Investitionsgüter
• Marke
• Marketing
• Mode
• communication

"I don't wish to make any secret of my prejudice: another mass grave of essays in which old anecdotes are over-generalised - and incorrectly at that. That is what often happens when texts collected in a volume set out to find a common significance. In the end, often the only thing that connects them is the cover.

When I say that this is expressly not the case with the Manual of International Marketing, then I am not doing this as a favour. It also comes as no surprise, since it is the product of very clever and very sophisticated methodology. It is called "Executive Science". The method was developed by the University of Tubingen and the Humboldt University of Berlin and is based on two very simple, very true insights.

Firstly: A theory is only worth anything if it holds its own in practice. That means, ask the top practitioners - and make sure they're the right ones. We have a saying a bit like this: If you think business consultants consult businesses, then you think that butterflies fly butter.

Secondly: Anecdotes about experiences are not worth a tad unless they are analysed and systematised. That means stringent, utilisable relevance rather than appealing stories.

(…) The contributions are divided into five large chapters: Global Marketing, Marketing Management, Brand Management, Marketing Communication and Customer Relations.

Apart from the method and the makers, the book also profits from another aspect that is frequently easily overlooked. The book is international, but it speaks with a slight German accent. We Germans are sometimes modest, so we seem to believe that management knowledge comes from anywhere but here. I consider that an error. If the title of export world champion and European patent champion isn't enough to convince you, then I recommend these two kilos of paper.

I wish you all what I already have behind me: a profitable read. "
Rolf Schmidt-Holtz, worldwide CEO of Sony BMG

• Berlin, Germany

  Thomas Heilmann

Thomas Heilmann (Editor)
Thomas Heilmann is Partner of Scholz & Friends Group as well as Chairman of the board at Scholz & Friends AG and is responsible for the group’s strategy, expansion and the international network. Prior to this, he spent over ten years as a managing partner of Scholz & Friends Berlin in collaboration with Sebastian Turner. He is a visiting professor at the Berlin University of the Arts.

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