This book provides comprehensive insight into the real world of contemporary international marketing. Experts from renowned global companies offer perspective on key issues of modern-day marketing, including Brand Value Management, International Brand Portfolio Management, Global Customer Interaction and Intercultural Marketing. Each chapter offers 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.

Top executives in international marketing and marketing professors give hands-on theoretical insights and practical guidelines for the most relevant problems in international marketing. The book is structured by easily accessible marketing catchwords and contains one in-depth, compact article per catchword.