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Diploma Thesis from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3 (B), University of Amsterdam (University of Economic, FHW Berlin &), language: English, abstract: As Philip Kotler wrote in his Principles of Marketing no book is the work only of the author, it is also not only my thesis. Of course it was me who read the books, who asked the questions, and who wrote the lines. But without the Friedrich Naumann Foundation, which supported me right from the beginning in October 2001 when my scholarship started, with the opportunities to do these marvellous internships in the Regional Offices of New Delhi, India, and Johannesburg, RSA, I might have written about another subject or in another way with other arguments. Thanks to the pleasant and kind employees of the Friedrich Naumann Foundation, the liberal partners of the Friedrich Naumann Foundation such as the Liberal Institute of India, the Free Market Foundation of South Africa, the International Policy Network, and the members of the Mont Pelerin Society. I wish to thank all of you for incredible talks, visions and the permanent interchange of ideas. Finally, I would also like to thank Miss Demirtas and Miss Olayinka, Mr Otto and Mr Knipping who helped correcting this thesis.