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| Author: | Schulte-Hillen, G. Ganz, A. Althans, J. |
| Title: | Strategien im internationalen Verlagsmarketing |
| Journal: | Betriebswirtschaft
2001 : JUL-AUG, VOL. 61:4, p. 478-492 |
| Index terms: | International marketing Publishing industry Europe |
| Language: | ger |
| Abstract: | With some delay - compared with other lines of business - the internationalization of the publishing industry started. With various strategies of market entry and marketing, magazine companies are engaged in many countries. The article analyzes relevant criteria of the international marketing environment and describes and evaluates alternative market selection and market entry strategies in international magazine publishing. |
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