Previous literature has suggested that newspaper publishers should optimize how they advertise their online subscriptions. However, empirical findings on the effectiveness of advertising messages in increasing people’s willingness to pay for such online subscriptions are still rare. Therefore,...

With print circulations in decline and the print advertising market shrinking, newspapers in many countries are under pressure. Some — like Finland's Taloussanomat and Canada's La Presse — have decided to stop printing and go online-only. Others, like the Sydney Morning Herald, are debating...

"Geared toward undergraduate and postgraduate students studying international marketing, International Marketing, An SME Perspective blends rigorous theory with practice. The book places emphasis on the impact of technology on the international marketing landscape."--Jacket