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Author: Stewart Arnold
Publisher: Routledge
ISBN: 1000160556
Category : Religion
Languages : en
Pages : 257
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Book Description
This title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.
Author: Stewart Arnold
Publisher: Routledge
ISBN: 1000160556
Category : Religion
Languages : en
Pages : 257
Get Book Here
Book Description
This title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.
Author: Yordanka Chobanova
Publisher: Springer
ISBN: 0230250955
Category : Business & Economics
Languages : en
Pages : 280
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Book Description
The focus of the study is on the larger food processing companies, which invested in Central and Eastern Europe – namely Nestlé, Unilever and InBev - and analyses the motives of investment and the entry strategies of food MNEs, outlines their contribution to the local development and stresses the national actors as forces to embedded FDI.
Author: Ogechi Adeola
Publisher: Springer Nature
ISBN: 3030955818
Category : Business & Economics
Languages : en
Pages : 318
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Book Description
Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage. The unplanned ravaging effects of the covid-19 pandemic, the vulnerability of our planet due to unsustainable living, and the changing digital landscape require that businesses are strategically aligned to these realities in order to adapt and effectively communicate their offerings. The second of this two-volume work examines marketing communications and brand development in an uncertain and changing world. With specific focus on the covid-19 pandemic, social responsibilities, and emerging technologies, this book examines how organisations in emerging economies can effectively engage in marketing communications and brand activity challenges posed by a changing world. Meanwhile, Volume I provides insight into contemporary issues in marketing such as brand avoidance, health and personal branding, and offers a futuristic perspective on marketing communications. Taken together, this two-volume works is a definitive resource for scholars and students or marketing, branding and international business.
Author: Izabela Kowalik
Publisher: Routledge
ISBN: 1000063178
Category : Business & Economics
Languages : en
Pages : 209
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Book Description
The book investigates the entrepreneurial marketing (EM) concept within the broader discipline of international entrepreneurship. The analysis of this concept, and designing a model of EM antecedents, elements, and outcomes that was tested on the basis of empirical studies covering companies from three European countries, explores and develops the field of international marketing and entrepreneurship. The book examines the role of entrepreneurial marketing in the internationalization processes of new ventures and adopts both qualitative and quantitative methods for analyzing the antecedents and characteristics of entrepreneurial marketing, as well as their relationships with internationalization activities and firms’ performances. It goes on to show how the application of entrepreneurial marketing may lead to an accelerated internationalization of companies originating from a transition market, as well as the Western-European markets. It addresses these topics with regards to entrepreneurial marketing and management and will be of interest to researchers, academics, managers, entrepreneurs, and students in the fields of international business, international marketing, and entrepreneurship.
Author: Thomas Rudolph
Publisher: Springer Science & Business Media
ISBN: 3834969761
Category : Business & Economics
Languages : en
Pages : 268
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Book Description
This case book offers a non-traditional issue-centered perspective to European marketing. Focusing on some of the key challenges faced by managers charged with developing pan-European marketing strategies, marketing problems are placed into the context of these challenges and capture the multiple facets and implications for European marketing in an integrative manner.
Author: S Tamer Cavusgil
Publisher: SAGE
ISBN: 1446289745
Category : Business & Economics
Languages : en
Pages : 428
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Book Description
"A very timely book for students and managers related to business opportunities and risks inherent in emerging markets. Written by some of the foremost experts in international business, it is a comprehensive, practical and highly readable book." Jagdish N. Sheth, Charles H. Kellstadt Professor of Marketing, Goizueta Business School, Emory University, Atlanta, US There are many texts available on International Business, but only a few provide a comprehensive coverage of emerging markets, which now play a major role in global business and therefore require deeper study and analysis. This accessible and engaging text focuses solely on these markets and provides extensive coverage. BRICs and other major emerging markets are examined in-depth. Prominent topics regarding emerging markets such as effects of globalization, rise of disposable income, urbanization, economic reforms, new opportunities as well as characteristics of multinationals and domestic firms within such markets are discussed. Real life examples, detailed data and graphs provide a comprehensive framework for a thorough understanding. This fully revised and updated edition reflects the current issues, changes, challenges and opportunities facing businesses in emerging markets, including entry and negotiation processes, as well as risks and strategies. The text is accompanied by a companion website which includes full text articles for each chapter, answers to end of chapter questions, and detailed chapter slides for tutors. This text is essential reading for advanced undergraduate and postgraduate students studying international business and emerging markets as well as practitioners who want to increase their understanding of such markets. Visit the Companion Webiste at www.sagepub.co.uk/cavusgil S. Tamer Cavusgil is Fuller E. Callaway Professorial Chair and Executive Director, CIBER, at Georgia State University, U.S Pervez N. Ghauri is a Professor of International Business at King′s College London, UK Ayse A. Akcal is a Research Associate in International Business at King′s College London, UK
Author: Masaaki Kotabe
Publisher: SAGE
ISBN: 1446206734
Category : Business & Economics
Languages : en
Pages : 569
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Book Description
Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area. In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.
Author: V H Kirpalani
Publisher: Routledge
ISBN: 1135696306
Category : Business & Economics
Languages : en
Pages : 246
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Book Description
Successfully Doing Business/Marketing in Eastern Europe is a unique collection of instructive and detailed essays that will help readers to understand and navigate the complexities of the business world and marketplace of Eastern Europe. The respected authors in this collection seamlessly blend sophisticated analysis and practical advice to enlighten the reader to the peculiarities of consumer behavior, industry policy, and the economic and social demographics in the region. These informative essays are further complemented by a number of in-depth case studies that demonstrate the difficulties and potentials for success faced by any business person looking to trade in Eastern European markets. For students, educators, entrepreneurs, and business people everywhere, Successfully Doing Business/Marketing in Eastern Europe is an essential resource and guidebook to understanding and profiting in this unique and often unpredictable region.
Author: Catherine L. Wang
Publisher: Emerald Group Publishing
ISBN: 1781900272
Category : Business & Economics
Languages : en
Pages : 343
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Book Description
This volume consists of two parts: "Developing Quantitative Techniques" and "Exploring Mixed Research Methods". With authors from an array of country backgrounds, including Australia, Brazil, Canada, China, Russia, Singapore, the UK and the US, this volume promotes methodological exchange between the West and the East.
Author: Akmal S. Hyder
Publisher: Emerald Group Publishing
ISBN: 1800437447
Category : Business & Economics
Languages : en
Pages : 228
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Book Description
Transformations of Strategic Alliances in Emerging Markets: Volume I, deals with changes in strategic alliances in the complex settings of European emerging markets. It includes 40 years’ worth of data in its in-depth study of the changes in education, networks, work performance, and environmental factors in European transition region.
