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Handbook of research in international marketing

Jain, Subhash C. (contributor) - State of the Art of Research in International Marketing … - 2003

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers...

Persistent link: https://www.econbiz.de/10011851899

International marketing : modern and classic papers

Ryans, John K. (contributor); … - 2008

Used in Chinese Advertising', Journal of International Marketing, 11 (2), 101-11 -- David A. Griffith (2002), 'The Role of … Standardization: Factors Influencing Advertising Message and Packaging', Journal of International Marketing, 11 (3), 30-47 …William L. James and John S. Hill (1991), 'International Advertising Messages: To Adapt or Not to Adapt (That is the …

Persistent link: https://www.econbiz.de/10011852217

Handbook on cross-cultural marketing

Brodowsky, Glen H. (ed.); Schuster, Camille P. (ed.) - 2020

Contents: Foreword / Jean-Claude Usunier -- 1 Introduction to the handbook on cross-cultural marketing / Glen H. Brodowsky -- Part I: Cross-cultural marketing themes and theories -- 2 cross-cultural marketing insights / Camille P. Schuster -- 3 glocalization: Companies' search for the right...

Persistent link: https://www.econbiz.de/10012294228

Research handbook on export marketing

Julian, Craig C. (contributor) - 2014

'The Research Handbook on Export Marketing provides a wealth of vital knowledge from scholars who are experts in their fields from around the world. The book emphasizes the most topical issues in international marketing today - small and medium enterprises, exporting performance, the services...

Persistent link: https://www.econbiz.de/10011851790

Research handbook of innovation and creativity for marketing management

Shiu, Eric C. C. (contributor) - 2017

Introduction / Eric Shiu -- 1. What is innovation? / Søren Harnow Klausen -- 2. Product design innovation - trade-off decisions on functionality, aesthetics and sustainability from the consumer perspective / Eric Shiu -- 3. Innovation performance in service industries - unlocking the intricate...

Persistent link: https://www.econbiz.de/10012419923

Research handbook of marketing in emerging economies

Marinov, Marin (contributor) - 2017

and Nikhilesh Dholakia -- 7. Perceived advertising intrusiveness and avoidance in emerging economies - the case of China …

Persistent link: https://www.econbiz.de/10012419924

Handbook on place branding and marketing

Campelo, Adriana (contributor) - 2017

Contents: Section 1: Place branding: strategies and perspectives -- 1. The state of art: from country-of-origin to strategies for economic development / Adriana Campelo -- 2. Place branding in strategic spatial planning: challenges and opportunities of branding regions / Eduardo Oliveira and...

Persistent link: https://www.econbiz.de/10012419935

Handbook of research on franchising

Hoy, Frank (ed.); Perrigot, Rozen (ed.); Terry, Andrew (ed.) - 2017

Contents: in memoriam by Patrick Kaufmann -- Foreward by Francine Lafontaine -- 1. Research contributions to understanding franchising / Frank Hoy, Rozenn Perrigot and Andrew Terry -- Part I Entrepreneurship -- 2. Managing entrepreneurial tensions in franchise systems / Anna Watson and Lola Dada...

Persistent link: https://www.econbiz.de/10012419947

Trust in market relationships

Castaldo, Sandro - 2007

Trust in Market Relationships illustrates that the importance of trust in a commercial arena has intensified as markets have become more complex. As business relationships become ever critical for a firm's economic results in highly competitive markets, and trust represents the basic platform...

Persistent link: https://www.econbiz.de/10012420003

Handbook of service marketing research

Rust, Roland T. (contributor) - 2014

'This is an essential resource for managers and scholars interested in services marketing. It covers the topic comprehensively and in novel ways. All the luminaries in the field are represented. Buy this book and you will be up to date on the field.' - Valarie Zeithaml, UNC Kenan-Flagler...

Persistent link: https://www.econbiz.de/10011850696