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...

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.

European Works Councils in the Airline Industry -- From a Smart City to a Smart Destination: a Case Study -- Smart Tourism Approaches through Intelligent Print Media -- Smart Tourism Prospects. A Descriptive Sample Survey on a Sample of Potential Tourists -- Intelligent Packaging as a Dynamic...

Marketing 4.0: Plattformökonomie, Omnichannel, Künstliche Intelligenz, virtuelle Assistenten -- Marketingmix im digitalen Wandel und die Entwicklung zum digitalen, menschenorientierten Marketing 4.0 -- Entscheidungen und Schritte zur Durchdringung internationaler Märkte -- Internationales und...

Informationsgrundlagen des internationalen Marketing-Managements -- Strategisches internationales Marketing -- Internationaler Einsatz des Marketinginstrumentariums -- Internationales Marketing-Controlling -- Internationale Marketingorganisation -- Human Resources Management in international...

Chapter 1: China’s marketing macro environment: Cultural characteristics and regional heterogeneity -- Chapter 2: The characteristics of the Chinese digital market -- Chapter 3: Chinese digital and mobile platforms -- Chapter 4: Luxury and fashion retailing in China: The case of Florentia...

Part I - A Macro View of Place Branding -- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand -- Chapter 2. Theorizing ‘Value’ in Sustainable Urban Branding Strategies -- Chapter 3. The (Almost) Forgotten...

1. Global Value Chains and International Business Research: Perspectives from Switzerland; Sarbani Bublu Thakur-Weigold -- 2. Social Commerce Optimization: An Integrated Framework for Consumer Behavior in Social Media; Saidat A. Sanni, Brian Leemoon, Anshu Saxena Arora, and Jennifer J. Edmonds --...

Chapter 1: Introduction Title -- Chapter 2: Family Firms and International Entry Modes: A State-Of-The-Art -- Chapter 3: The Choice between Wholly Owned Subsidiaries and Joint Ventures within Family Firms: a Theoretical Investigation from the Socioemotional Wealth Perspective -- Chapter 4: The...

1. Introduction: A Multi-Level Cultural Contexts Framework -- 2. Marketing in “Distant” Countries -- 3. A Review of Culture-Bound Approaches to International Marketing and Emerging Paradoxes -- 4. The Cultural Adaptation of the Marketing Mix -- 5. Managing the “4Ps” in Culturally-Distant...