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International Business: Marketing & Sales


Below you will find keywords for this subject that you can search for in search engines, on websites, in books, articles etc. 
In addition, you will find the titles of books, which are mandatory for this part of the study and optional literature 


Defining search terms / keywords


Example keywords:


  • DBE cycle: Empathize, Define, Ideate, Prototype, Test

  • Market Analysis (Macro-Meso-Micro, DESTEP/Porter/PMC/Hofstede)

  • Marketing Strategies (Porter/Ansoff)

  • Marketing Communication (online/offline/marketing mix 4P/5C)

  • SWOT / Confrontation matrix / SFA

  • Segmenting, Targeting and Positioning

  • Research: objectives, reason, research design, selection of method (desk research, field research), collect data, analyze data

  • Sales Value Strategies (Treacy & Wiersema / Sales Funnel)

  • Finance: understanding the financial basics product costs/margin


Find other keywords: think about synonyms, translations, abbreviations, different spelling, broader terms, narrower terms.


Link the keywords with the boolean operators to specify your search query: AND, OR and NOT:

- AND between terms means: both terms should occur in the documents.

- OR between terms means: one term or both terms should occur.

- NOT between terms means: one term should occur, while the other is excluded.


Other search tips: see Toolbox information literacy skills

Mandatory literature

Optional literature