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Author: Brent Smith
Publisher: Business Science Reference
ISBN: 9781466697867
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and knowledge of how to remain competitive in the global market. As companies compete for international standing, the value of marketing professionals with well-rounded experience, exposure, and education has skyrocketed. Global Perspectives on Contemporary Marketing Education addresses this need by considering the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace. This book will be invaluable to marketing or business students and educators, business professionals, and business school administrators.
Author: Brent Smith
Publisher: Business Science Reference
ISBN: 9781466697867
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and knowledge of how to remain competitive in the global market. As companies compete for international standing, the value of marketing professionals with well-rounded experience, exposure, and education has skyrocketed. Global Perspectives on Contemporary Marketing Education addresses this need by considering the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace. This book will be invaluable to marketing or business students and educators, business professionals, and business school administrators.
Author: Smith, Brent
Publisher: IGI Global
ISBN: 1466697857
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
A successful marketing department has the power to make or break a business. Today, marketing professionals are expected to have expertise in a myriad of skills and knowledge of how to remain competitive in the global market. As companies compete for international standing, the value of marketing professionals with well-rounded experience, exposure, and education has skyrocketed. Global Perspectives on Contemporary Marketing Education addresses this need by considering the development and education of marketing professionals in an age of shifting markets and heightened consumer engagement. A compendium of innovations, insights, and ideas from marketing professors and professionals, this title explores the need for students to be prepared to enter the sophisticated global marketplace. This book will be invaluable to marketing or business students and educators, business professionals, and business school administrators.
Author: Musetescu Adina
Publisher: AuthorHouse
ISBN: 1468583476
Category : Business & Economics
Languages : en
Pages : 439
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Book Description
This book attempts to be a guideline for business students in exploring the particular dimensions of a global approach in marketing. It could also be an occasion for marketing specialists or practitioners in debating the challenges of the new business environment. Marketing specialists wonder whether we still can have a purely national approach in marketing. And they also are not united in concluding whether traditional marketing tools could be applied in a new global business environment. The book is structured in three parts. The first part is dealing with Modern globalization thoughts and it explores the present phenomenon from a historical point of view as well as a contemporary vision of it. The second part approached the issue of Managing the opportunities and challenges of the external environment . It presents the economic, legal and political environments. Meanwhile, it adds the study of the geographical, technological and cultural environments with all of their specific characteristics. The third part advances a contemporary strategic analysis, detailing the competition on a global market, the corporate social responsibility as a possible source of competitive advantage, the activities of the marketing mix, the process of business internalization, as well as the correspondent strategies, the characteristics of the enterprises risk management and the growth strategies in crises conditions. We live in a global world. Such a statement is not only modern but defining our entire human society during its history. Socrates said a long time ago: I am not a citizen of Athens or Greece, but of the entire world .
Author: Ajay K. Manrai
Publisher: Springer
ISBN: 3319173561
Category : Business & Economics
Languages : en
Pages : 538
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Book Description
This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. 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, the 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: Fox, Andrew
Publisher: IGI Global
ISBN: 146669968X
Category : Social Science
Languages : en
Pages : 329
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Book Description
Media events have been described as broadcasts that involve an engaged audience viewing the same event simultaneously; though this definition is still relevant, the way media outlets interact with and react to their audiences has greatly changed. This is in part due to the emergence of social media platforms which allow a participatory audience, something that genre-specific television channels now rely on. Because these genre-specific, 24-hour channels seek to hook viewers with hyperbolic presentation and the illusion of large media events, the original definition must be adapted. Global Perspectives on Media Events in Contemporary Society seeks to re-define the role of the media in relaying information about current events within a modern context. Determining what constitutes as and the proper presentation of a media event is of great importance given the ubiquity of media consumption. This book approaches the topic from historical, ceremonial, and globally cultural perspectives while addressing news, sports, and other significant current events. It is a vital resource for students and teachers of communication, media, and journalism, professionals in the media industry, policy makers, and sociologists.
Author: Medina-Quintero, Jose Melchor
Publisher: IGI Global
ISBN: 1668465930
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
A level of decision making is concerned with deciding the organizations objectives, resources, and policies. A significant problem at this decision-making level is predicting the organizations future and its environment as well as matching the organizations characteristics to that environment. This process generally involves technology and knowledge from the market and clients. In the current era, the implementation of marketing information systems supported with AI techniques is crucial to being a unique opportunity to leverage marketing strategies with cutting-edge technologies. Global Perspectives on the Strategic Role of Marketing Information Systems communicates the recent advances in marketing information systems. Covering topics such as digital entrepreneurship, international business, and micro and small enterprises, this premier reference source is a cutting-edge resource for marketers, entrepreneurs, business leaders and managers, IT managers, students and educators of higher education, librarians, researchers, and academicians.
Author: Kevin K Byon
Publisher: Taylor & Francis
ISBN: 1000618935
Category : Sports & Recreation
Languages : en
Pages : 384
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Book Description
This book explores sport marketing analytics, an essential and crucially important aspect of contemporary sport business. Successful sport marketing begins and ends with the consumer, so understanding the consumer experience is critical. Marketing Analysis in Sport Business demonstrates how rigorous analytical procedures are the key to developing effective, evidence-based marketing practices that reflect real consumer needs. Presenting cutting-edge case studies of sport marketing analytics in action, the book explores topics such as digital communications, social media, digital ticketing, event marketing, the economic impact of COVID-19, developing sport brands, and conducting research with athletes and event participants. Written by a team of authors from 15 countries, including Australia, China, France, Iran, Italy, Japan, Mexico, New Zealand, Serbia, South Korea, Spain, Taiwan, the United Kingdom, the United States, and Venezuela, the book offers insight from a variety of cultural contexts and new perspectives on the global sport industry. Marketing Analysis in Sport Business is illuminating reading for any advanced student, researcher or professional working in sport business and management, sport development, marketing, strategic management, or international business.
Author: Zubin Sethna
Publisher: Emerald Group Publishing
ISBN: 1781907870
Category : Business & Economics
Languages : en
Pages : 325
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Book Description
This title presents important theoretical developments with regard to research at the entrepreneurship and marketing interface. The editors have invited acknowledged authors working in this exciting discipline, from around the world, to divulge and present in a comprehensive format, a book which addresses critical issues for businesses, both small and large, from a global perspective.
Author: Philip Kotler
Publisher: Prentice Hall
ISBN: 9789810679521
Category : Marketing
Languages : en
Pages : 670
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Book Description
Marketing has gotten more global, and there is a need to develop marketers who understand marketing in the right context. Principles of Marketing: A Global Perspective seeks to do just that by exposing your students to a wide variety of contexts - whether international or from within Asia - that are presented in the cases, examples and vignettes. To help students to better relate what they are learning to their daily lives, examples comprising recognizable brand names and companies are used. Together with the use of strong visuals, students will find the text an exciting read - motivating and creating in them an interest in marketing. At the same time, non-native speaking Asian students will appreciate the concise language and visual learning aids included to help them grasp marketing concepts easily.Principles of Marketing: A Global Perspective provides a good coverage of contemporary marketing issues like the use of technology in marketing and marketing ethics.
Author: Hans Mühlbacher
Publisher: Cengage Learning
ISBN:
Category : Business & Economics
Languages : en
Pages : 1016
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Book Description
In the age of globalism, international marketers need to adopt a global perspective if they are to compete successfully. International Marketing: A Global Perspective starts from the premise that any firm - regardless of size - can compete globally. The challenge for todayÂ's manager is to identify and seize the opportunities most appropriate to their company. International Marketing: A Global Perspective examines the main issues facing companies that want to compete successfully in the global marketplace. It combines extensive coverage of the relevant theories with a practical approach to the issues. Written in a clear and accessible style, it is divided into several sections covering: assessing a potential market economically, culturally and politically; identifying cultural similarities and differences; deciding which products to market internationally and how to price and promote them; motivating marketing managers to compete globally; building and implementing successful marketing strategies - from making strategic decisions and choosing market positions and entry methods to developing a marketing plan. Using real-world case studies and vignettes centred on contemporary problems and issues, International Marketing: A Global Perspective will be ideal for undergraduates, MBA students and students following executive courses in international marketing or strategy.
