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Author: David Carson
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 560
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Book Description
Examination of the comparative systems research method in respect of international marketing - includes sections on (1) the background and goals, (2) the marketing environment (incl. Geographical aspects, sociological aspects, economic implications, cultural factors, etc.), (3) marketing institutions (incl. Wholesale trade and retail trade organisations, financing and publicity institutions, etc.), and (4) marketing methodology. Bibliography pp. 521 to 526.
Author: David Carson
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 560
Get Book Here
Book Description
Examination of the comparative systems research method in respect of international marketing - includes sections on (1) the background and goals, (2) the marketing environment (incl. Geographical aspects, sociological aspects, economic implications, cultural factors, etc.), (3) marketing institutions (incl. Wholesale trade and retail trade organisations, financing and publicity institutions, etc.), and (4) marketing methodology. Bibliography pp. 521 to 526.
Author: Jacob Hornik
Publisher:
ISBN:
Category :
Languages : en
Pages : 38
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Book Description
Author: H. Kelly-Holmes
Publisher: Springer
ISBN: 0230503012
Category : Business & Economics
Languages : en
Pages : 221
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Book Description
Advertising has traditionally communicated messages to consumers with strong local and national identities. However, increasingly, products, producers, advertising agencies and media are becoming internationalized. In the development of strategies that appeal to a large multinational consumer base, advertising language takes on new 'multilingual' features. The author explores the role of advertising language in this new globalized environment, from a communicative theory point of view, as well as from a close linguistic analysis of some major advertising campaigns within a multicultural and multilingual marketplace.
Author: Marieke de Mooij
Publisher: SAGE
ISBN: 1529764742
Category : Business & Economics
Languages : en
Pages : 434
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Book Description
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model or other cultural models to help readers see why strategies based on cultural relationships in one country cannot be extended to other countries without adjustments. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. Includes discussion of how Covid-19 has impacted globalization. More examples from major regions and countries from around the world. Broader background theory on how people use social media and extensive coverage of consumer behavior A range of online instructor resources complement the book, including downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Author: Foued Cheriet
Publisher: John Wiley & Sons
ISBN: 1394301111
Category : Business & Economics
Languages : en
Pages : 372
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Book Description
With increased competition from new wine-producing countries and substitute products, declining wine consumption, climate change, health crises and geopolitical contexts, the wine industry has been facing serious difficulties in recent years. Paradoxically, however, this recent period also offers new opportunities. Through the presentation of original research results, reading grids, illustrations and case studies, Wine Management and Marketing 2 analyzes the main challenges facing the wine industry and considers new opportunities: a renewed dynamism of technical, organizational and commercial innovations; the adaptability of actors; a greater introduction of new technologies; etc. The multi-faceted approach adopted by the authors and experts offers an enriched reflection, which provides a better understanding of the current state of the wine industry, and presents various levers for adapting to new commercial, societal and environmental expectations.
Author: B. J. Dunlap
Publisher: Springer
ISBN: 3319132547
Category : Business & Economics
Languages : en
Pages : 581
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Book Description
This volume includes the full proceedings from the 1990 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, international marketing, industrial marketing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Harald Bathelt
Publisher: Routledge
ISBN: 113671023X
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
The main purpose of the book is to discuss new trends in the dynamic geography of innovation and argue that in an era of increasing globalization, two trends seem quite dominant: rigid territorial models of innovation, and localized configurations of innovative activities. The book brings together scholars who are working on these topics. Rather than focusing on established concepts and theories, the book aims to question narrow explanations, rigid territorializations, and simplistic policy frameworks; it provides evidence that innovation, while not exclusively dependent on regional contexts, can be influenced by place-specific attributes. The book will bring together new empirical and conceptual work by an interdisciplinary group of leading scholars from areas such as economic geography, innovation studies, and political science. Based on recent discussions surrounding innovation systems of different types, it aims to synthesize state-of-the-art know-how and provide new perspectives on the role of innovation and knowledge creation in the global political economy.
Author: Stefan Hauser
Publisher: John Benjamins Publishing
ISBN: 9027256314
Category : Language Arts & Disciplines
Languages : en
Pages : 255
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Book Description
Contrastive media analysis is a vast field of academic research that - metaphorically speaking - comes in many shapes and sizes and therefore is confronted by manifold theoretical and methodological challenges. This contribution focuses on two interrelated aspects: a) the problem of equivalence as a prerequisite of comparison and b) the comparative constellation and its effects on the interpretation of cultural variance. It is important to mention that the discussion in this paper is set against the backdrop of a genre-based approach. Starting from the - initially rather unspectacular - observ.
Author:
Publisher:
ISBN:
Category : Economics
Languages : en
Pages : 302
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Book Description
Author: OECD
Publisher: OECD Publishing
ISBN: 9264027092
Category :
Languages : en
Pages : 451
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Book Description
A synthesis report drawing from OECD metropolitan reviews, this book shows large cities' performance within their countries and addresses key dilemmas including competitiveness and social cohesion, intergovernmental relationships and urban finance.
