Business and Management (R0)

This textbook offers a comprehensive, up-to-date introduction to the Optimization Programming Language (OPL). Embedded in the IBM ILOG CPLEX Optimization Studio with its solver engine CPLEX, OPL has been popular for years not only for academic and scientific purposes, but also among practitioners who need to model and solve large-scale real-world business optimization problems. The book covers the recent features of the software and includes ten consecutive tutorials, each with additional exercises, as well as several comprehensive application studies.

Solutions to the exercises as well as the source codes from the textbook are available for download (weblink included).

For every company that is active internationally, a systematically operated cross-national marketing management is indispensable in order to secure its own existence in the long term. The rapid changes on many markets and in many countries also mean that professional information gathering and processing of market-relevant data must take place within the framework of international market research. Based on this data, market-oriented decisions have to be made within international marketing management in order to achieve operational goals. 

This book deals not only with the "classic" topics of international marketing, such as international market research and the international use of individual marketing instruments, but also with the various management sub-functions of planning, controlling, organization and human resources management in internationally active companies, each with a specific reference to marketing in the sense of market-oriented corporate management. The theoretically presented correlations are enriched by current data on the relevant framework conditions on international markets, empirical findings on the individual fields of action of international marketing management as well as numerous current examples from entrepreneurial practice. With this comprehensive presentation of international marketing management, the authors address lecturers and students as well as practitioners who deal with marketing issues in an international context.