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:...

This book of expert contributions provides a comprehensive analysis of contemporary global marketing issues under different international business settings. It covers a wide array of key areas of international marketing research such as cross-cultural consumer behavior, foreign market entry...

Over the past two decades, the face of the world consumer has truly changed. Goods are more available, information about these goods is more open and accessible, and the ability to buy these goods from any corner of the earth has become possible. As a result, international marketing is more...

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....

Introduction -- Rethinking Iranian National Character -- The Role of Ideas and Education in Iranian Society -- Historical Perspectives on Iranian Cultural Identity -- Islamization of Iranian Society -- Qajar Period and the Constitutional Revolution -- Contemporary Iran and the Iranian Economy --...

Reciprocity between Retailer’s Corporate Image and Store Image -- The Effect of Perceived Brand Globalness on Retailer Brand Equity -- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success

Fiktion oder Realität? Die Global AG im Jahr 2015 -- So war es bisher -- Cultural Intelligence -- Fitness-Check für Cultural Intelligence -- „Yes, we can“ – because there’s no other chance? -- Reise zu den geistesgeschichtlichen Wurzeln -- Reisen bildet!.

Der internationale Handel von Medienprodukten ist in der Praxis vermehrt zu beobachten. Die Frage, ob und wie ein Fernsehformat von einem Kulturraum in einen anderen erfolgreich übertragen und vermarktet werden kann, untersucht Birgit Bodenstein-Köppl anhand eines der größten Fernsehmärkte...