Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant topics in international marketing, such as global marketing, marketing management, brand management, marketing communication and customer relations. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword.

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.