This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines....

1. Marketing Strategy: A Global Discipline -- 2. The Global Marketing Environment -- 3. Selecting and Entering Global Markets -- 4. Balancing Global Synergies and Local Responsiveness -- 5. Steps in Developing Global Marketing Strategies -- 6. Segmenting Targeting and Positioning in Global...

"We are grateful for the leadership position you, our market, have awarded to this book. Best-selling status in the international business field imposes an obligation to deliver cutting-edge innovations and improvements in terms of content as well as presentation. We honor your trust by doing...

Reciprocity within Major Retail Purchase Channels and their Effects on Overall, Offline and Online Loyalt -- Effects of Perceived Offline-Online and Online-Offline Channel Integration Services -- Importance of Marketing Instruments for Repurchase Intentions in Omni-channel Retailing.

This book attempts to make learning of the nuances of the subject easy and enjoyable for students. International trade, economic free trade zones, embargoes on exports, tariff and non-tariff barriers that the companies face overseas form a major part of the book. In addition, the role of...

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

This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is...