Choosing the correct media to carry your message could well be the most important advertising decision you make. It is estimated that from 70 to 90 percent of the advertising budget for any small business is spent in the media – the space or time that carries your business message. Many...

Choosing the correct media to carry your message could well be the most important advertising decision you make. It is estimated that from 70 to 90 percent of the advertising budget for any small business is spent in the media – the space or time that carries your business message. Many...

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 present article has as a starting point the phenomenon of globalization, so debated worldwide today. Along this work, we have tried offer a departure point, motivated of what the phenomenon of globalization means in economical context. Thus, we debate problems of major interest like:...

In dieser Untersuchung werden Grundfragen des Verhältnisses von Kultur und Entwicklung und der Rolle von Familiensystemen für die damit verbundenen Prozesse ebenso diskutiert, wie praktische Überlegungen zu kulturstützenden Systemen der Finanzierung von Entwicklungsprojekten und der...

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...