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.

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...

Introduction -- Literature Review and Research Gaps -- Structure and Contribution of the Studies -- Further Remarks -- Introduction -- Conceptual Framework -- Hypothesis Development -- Empirical Study -- Discussion and Implications -- Limitations and Further Research -- Introduction --...

Part I: Fundamentals of Commodity Marketing -- Commodity Marketing: An Introduction into Key Concepts and Processes -- Commodity Differentiation: A Cross-Industry Approach -- Commodities in the Service Sector: Particularities and Implications for Marketing -- Part II: Commodity Marketing...

Part I: New Generation Design -- 1.Fashion Design in Altermodern China -- 2. Projecting Authenticity Through Cultural Heritage: Chinoiserie of Contemporary Chinese Fashion Designer Brands -- 3. Chinese Contemporary Fashion: A Multimodal Discourse -- Part II: Industry, Creativity, Education -- 4....

1. Traditional and Contemporary Notions of Marketing Communications -- 2. Power Shift: Analyzing the Changing Role of Public Relations in the Mar-keting Mix -- 3. Marketing Communication Planning for SMEs in Emerging Markets -- 4. Communicating Corporate Social Responsibility Initiatives: A...

Introduction: Managing Shari'ah Compliant Businesses to Create Sustainable Value -- Islamic Financial Management: The Challenges and Potentials of Improving Access to Islamic Financial Services in Non-Muslim Countries: The Case of Australia -- The Role of Cash Waqf in Poverty Reduction: A...