How should a German company set about selling printing presses in Guatemala? What’s the best way of positioning McDonalds on the Asian market? These and a variety of other questions are the issues that international marketing managers and CEOs deal with on a day-to-day basis.

Thomas Heilmann, partner and CEO of the Scholz & Friends Group, has compiled essential, practice-proven marketing expertise in this unique and highly informative volume. The collection contains 37 essays covering five main topics: “Global Marketing”, “Marketing Management”, “Brand Management”, “Communication” and “Customer Relations”. The list of contributors reads like a Who’s Who of the world’s leading multinationals, with insight provided by BASF, BMW, Microsoft, Siemens, Unilever and numerous other leading enterprises.

Manual of International Marketing

Thomas Heilmann (Ed.)

Gabler/GWV Fachverlage GmbH, Wiesbaden 2006

600 pages, hardcover,

ISBN 3-8349-0038-9, € 98.00 [D]

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