The Impact of Cultural and Market Distance on International Advertising
Author : Yoo-Kyung Kim
Publisher :
Page : 292 pages
File Size : 13,63 MB
Release : 1996
Category : Advertising
ISBN :
International Marketing Strategy
Author : Frank Bradley
Publisher : Pearson Education
Page : 452 pages
File Size : 19,69 MB
Release : 2005
Category : Business & Economics
ISBN : 9780273686880
Book Description
This book is structured around a comprehensive five stage managerial model of international marketing decision making at all stages of the enterprise life cycle. It is based on the most recent research.
Distance in International Business
Author : Alain Verbeke
Publisher : Emerald Group Publishing
Page : 565 pages
File Size : 33,28 MB
Release : 2017-11-30
Category : Business & Economics
ISBN : 1787437191
Book Description
The twelfth volume in the Progress in International Business Research series presents extensive accounts of the contemporary scientific debate on how to assess the impacts of distance, both negative and positive ones, on the conduct of international business.
Consumer Behavior and Culture
Author : Marieke de Mooij
Publisher : SAGE Publications
Page : 425 pages
File Size : 43,85 MB
Release : 2010-09-29
Category : Business & Economics
ISBN : 1412979900
Book Description
The Second Edition of this popular text brings up-to-date Marieke de Mooij’s important analysis of the impact of culture on consumer behavior worldwide. The author shows how it is increasingly vital for marketing students—tomorrow’s marketing professionals—to understand the limits of consistent brand identities and universal advertising campaigns. Consumer behavior is not converging across countries, and therefore it is of even greater importance to understand, and be able to respond to, differences in behavior. This edition offers a new chapter, Chapter 7, on culture, communication, and media behavior that extends the prior edition’s discussion on communication theories and advertising styles to cover differences in media usage worldwide, particularly the use of the Internet.
Consumer Behavior and Culture
Author : Marieke K. de Mooij
Publisher : SAGE
Page : 473 pages
File Size : 30,17 MB
Release : 2019-06-10
Category : Business & Economics
ISBN : 1526471590
Book Description
Marieke de Mooij answers the fundamental questions about consumption in this new edition, using her own model of consumer behavior that integrates culture in the self, in personality and in people’s relationships with others.
Beyond Hofstede
Author : Cheryl Nakata
Publisher : Springer
Page : 307 pages
File Size : 41,90 MB
Release : 2009-07-16
Category : Business & Economics
ISBN : 0230240836
Book Description
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Institutional Change and American Economic Growth
Author : L. E. Davis
Publisher : CUP Archive
Page : 304 pages
File Size : 38,4 MB
Release : 1971-09-24
Category : Business & Economics
ISBN : 9780521081115
Book Description
This book presents a model for examining problems of institutional change and applies it to American economic development in the nineteenth and twentieth centuries. The authors develop their model of institutional change. They argue that if external economic factors make an increase in income possible but not attainable within the existing institutional structure, new organizations must be developed to achieve the potential in income. Their model is designed to explain the type and timing of these necessary changes in institutional organization. Individual, voluntary cooperative, and governmental arrangements are included in the discussion, although the latter differs considerably from the first two.
Dynamics of International Advertising
Author : Barbara Mueller
Publisher : Peter Lang
Page : 382 pages
File Size : 37,83 MB
Release : 2011
Category : Business & Economics
ISBN : 9781433103841
Book Description
"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --
The Impact of Culture on Relationship Marketing in International Services
Author : Jan Hendrik Schumann
Publisher : Springer Science & Business Media
Page : 291 pages
File Size : 22,95 MB
Release : 2009-11-16
Category : Business & Economics
ISBN : 3834983799
Book Description
The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals.
Research Frontiers on the International Marketing Strategies of Chinese Brands
Author : Zuohao Hu
Publisher : Routledge
Page : 222 pages
File Size : 48,56 MB
Release : 2016-08-05
Category : Business & Economics
ISBN : 1317205936
Book Description
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
