Mit einer fundierten und umfassenden Darstellung des internationalen Marketing-Managements, wendet sich dieses Buch sowohl an Studierende als auch an Praktiker. Es behandelt ausführlich die internationalen Aspekte der Marketing-Planung, des Marketing-Controlling und der Marketing-Organisation...

The Internet has been shown to positively influence the internationalisation activities of firms through enhanced information, knowledge and network development. Although there has been evidence of a positive impact of the Internet on internationalisation process components, it is vague as to...

This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual representation. An...

This poster paper analyses the international marketing and trade strategies implemented by italian quality food producers with special attention to the export and trade aspects for some important Italian PDOs products: Prosciutto di Parma PDO and Parmigiano Reggiano PDO.Discussing the...

Terrorism poses both direct and indirect threats to the operations of the firm. It represents a market imperfection that increases transaction costs and creates barriers to the free flow of goods, affecting potential gains that would occur in the presence of unhindered exchange. Terrorism...

Purpose – The purpose of this paper is to offer an assessment of the international direct marketing environment. Design/methodology/approach – This paper uses political, economic, social, and technological (PEST) analysis to investigate the business environment of international direct...

The paper aims to explore a major issue in international marketing: how to build a global brand in a way that makes a strong local connection. Using qualitative research methods on a single case, the Brisbane Goodwill Games, the processes used in the staging of this major sport event are...

This paper focuses on the personal traits of locus of control and innovation and examines their impact on business students’ aspirations to become an entrepreneur. The study was based on an empirical investigation of third and fourth-year students at five universities in Croatia, Iceland,...

Darbo tikslas - išnagrinėjus visus internacionalizacijos proceso etapus, atrinkti tinkamiausią rinką į kurią bus integruojamas UAB „Rūta“ produktas, pateikiant detalų internacionalizacijos projektą. Teorinėje darbo dalyje analizuojami įvairių autorių literatūros šaltiniai,...