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Author: American Marketing Association
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 588
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Book Description
Author: American Marketing Association
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 588
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Book Description
Author: Muriel E. More
Publisher:
ISBN:
Category : National parks and reserves
Languages : en
Pages : 64
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Book Description
Author: G. Kindra
Publisher: Routledge
ISBN: 1317646703
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
The articles in this collection discuss the role of marketing in development, and include case studies from various developing countries. They consider state enterprises, marketing education, birth control and comparative marketing models.
Author: Nigel Piercy
Publisher: Routledge
ISBN: 1317654013
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in the supporting evidence. The book provides the reader with a framework for making an explicit and informed choice between the real market options faced in practical export situations, which takes into account the many company and market factors shaping such strategies. Closely related to market strategy is the competitive base for a company’s exporting, particularly in balancing price and non-price forms of competition, and this is assessed in the second part of the book.
Author: Gerald G. Udell
Publisher:
ISBN:
Category : New products
Languages : en
Pages : 8
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Book Description
Author: Valarie A. Zeithaml
Publisher: Marketing Classics Press
ISBN: 161311270X
Category : Business & Economics
Languages : en
Pages : 553
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Book Description
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 113658837X
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding in turn can provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture. The book begins with a conceptual model of the effect of culture on consumer behavior, with the components and consequences of the cultural influences clearly identified in terms of social, personal, and psychological factors. The following chapters discuss general issues related to globalization and standardization, present conceptual approaches to propositions relating to multicultural contexts, and address consumer complaining behavior and responses to advertising. There are five chapters on empirical and methodological studies conducted in specific pairs of countries, with data obtained from Canada, Denmark, Japan, Germany, Poland, Romania, and the United States. In presenting readers with new information, Global Perspectives in Cross-Cultural and Cross-National Consumer Research spans these specific topics: the nature of cultural influence on consumer behavior globalization versus customization of international marketing strategy individualism versus collectivism right versus left symbolism product involvement consumer response to information technology interdependent versus independent cultures The contributors are well-known scholars in the international/cross-cultural marketing field; their chapters present state-of-the-art developments in this area. The coverage of the material is interdisciplinary in nature and is likely to benefit a broad audience, especially academic researchers in international or cross-cultural consumer research and librarians of research-oriented schools, universities, or organizations.
Author: Charles T. Salmon
Publisher: Routledge
ISBN: 113628768X
Category : Language Arts & Disciplines
Languages : en
Pages : 554
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Book Description
Communication Yearbook 36 continues the tradition of publishing state-of-the-discipline literature reviews and essays. Editor Charles T. Salmon presents a volume that is highly international and interdisciplinary in scope, with authors and chapters representing the broad global interests of the International Communication Association. The contents include summaries of communication research programs that represent the most innovative work currently, with internationally renowned scholars serving as respondents to each chapter. Offering a blend of chapters emphasizing timely disciplinary concerns and enduring theoretical questions, this volume will be valuable to scholars throughout communication studies.
Author: University of Georgia. College of Business Administration
Publisher:
ISBN:
Category : Business Periodicals
Languages : en
Pages : 800
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Book Description
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
