European Perspectives In Marketing

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European Perspectives in Marketing

Author : Erdener Kaynak
Publisher : Routledge
ISBN 13 : 1136427511
Total Pages : 184 pages
Book Rating : 4.1/5 (364 download)

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Book Synopsis European Perspectives in Marketing by : Erdener Kaynak

Download or read book European Perspectives in Marketing written by Erdener Kaynak and published by Routledge. This book was released on 2012-12-06 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on: outsourcing industrial products from Eastern and Central European suppliers cross-cultural differences in the effect of advertising repetition and size—with a case study from Germany the internationalization of small high-tech firms—with case examples from Norway the impact of the euro on Italian consumers’ currency adjustment strategies—have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro? international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States—and a look at the managerial and public policy implications of US and EU antitrust regulations recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons

Cross-Cultural Marketing

Author : Vescovi, Tiziano
Publisher : Edward Elgar Publishing
ISBN 13 : 1800889755
Total Pages : 352 pages
Book Rating : 4.8/5 (8 download)

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Book Synopsis Cross-Cultural Marketing by : Vescovi, Tiziano

Download or read book Cross-Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

International Strategic Marketing

Author : Marilyn A. Stone
Publisher : Psychology Press
ISBN 13 : 041531416X
Total Pages : 286 pages
Book Rating : 4.4/5 (153 download)

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Book Synopsis International Strategic Marketing by : Marilyn A. Stone

Download or read book International Strategic Marketing written by Marilyn A. Stone and published by Psychology Press. This book was released on 2004 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.

Marketing Communications

Author : Patrick De Pelsmacker
Publisher : Pearson Higher Ed
ISBN 13 : 0273773240
Total Pages : 641 pages
Book Rating : 4.2/5 (737 download)

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Book Synopsis Marketing Communications by : Patrick De Pelsmacker

Download or read book Marketing Communications written by Patrick De Pelsmacker and published by Pearson Higher Ed. This book was released on 2013-07-04 with total page 641 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: A brand new chapter examining ethical issues in marketing communications Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies The book is suitable for both undergraduate and postgraduate students of marketing communications

Entrepreneurship in a European Perspective

Author : Christine K. Volkmann
Publisher : Springer Science & Business Media
ISBN 13 : 3834987522
Total Pages : 499 pages
Book Rating : 4.8/5 (349 download)

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Book Synopsis Entrepreneurship in a European Perspective by : Christine K. Volkmann

Download or read book Entrepreneurship in a European Perspective written by Christine K. Volkmann and published by Springer Science & Business Media. This book was released on 2010-11-05 with total page 499 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook focuses on the management challenges of founding a new venture and managing its rapid growth as the firm evolves. It covers crucial management areas in the entrepreneurship context such as entrepreneurial finance, marketing, and human resource management. Also, more hands-on management topics like writing a business plan and choosing a legal form for a venture are covered. A key chapter of the book is dedicated to leadership challenges in managing rapidly growing young firms located in new industries and technology areas. The book is written from a Continental European perspective to cater for its European target audience in entrepreneurship courses to be held in English.

Global Perspectives in Marketing for the 21st Century

Author : Ajay K. Manrai
Publisher : Springer
ISBN 13 : 3319173561
Total Pages : 505 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Global Perspectives in Marketing for the 21st Century by : Ajay K. Manrai

Download or read book Global Perspectives in Marketing for the 21st Century written by Ajay K. Manrai and published by Springer. This book was released on 2015-06-09 with total page 505 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1999 World Marketing Congress held in Qawra, Malta with the theme Global Perspectives in Marketing for the 21st Century. The focus of the conference and the enclosed papers is on marketing thought and practices from a global perspective. This volume resents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Advertising and the European City

Author : Clemens Wischermann
Publisher : Routledge
ISBN 13 : 0429864329
Total Pages : 226 pages
Book Rating : 4.4/5 (298 download)

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Book Synopsis Advertising and the European City by : Clemens Wischermann

Download or read book Advertising and the European City written by Clemens Wischermann and published by Routledge. This book was released on 2018-12-12 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: First published in 2000, this volume responds to the rise and spread of advertising throughout Europe and the world in the past one and a half centuries which is breathtaking in its scope and influence, now part of the way we think and live. Historians are only just beginning to understand this process, replacing outmoded theories of manipulation which focused on the advertiser with more sophisticated cultural explanations that centre on the way consumers filter and select messages creating new worlds of perception. The authors of this work find the origins and trace the development of this new world or perception in the modern city: London and Paris, the forerunners, and the cities and larger towns of France, Germany, Belgium and the Netherlands, where advertising created new urban perceptions, leading to new avenues of consumption and altered lifestyles. Advertising is viewed in this work as a new way of perceiving and organising the world of the city-dweller, a visual culture, a way of attaching meaning to things and to words, or rearranging the mental map of modern life.

Marketing Communications

Author : Stephen P. Robbins
Publisher : Pearson Higher Ed
ISBN 13 : 129232791X
Total Pages : 582 pages
Book Rating : 4.2/5 (923 download)

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Book Synopsis Marketing Communications by : Stephen P. Robbins

Download or read book Marketing Communications written by Stephen P. Robbins and published by Pearson Higher Ed. This book was released on 2021-01-20 with total page 582 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn the techniques and applications of marketing communications in a European context Marketing Communications: A European Perspective, 7th Edition, by De Pelsmacker, Geuens and Van Den Bergh provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. This book provides in-depth coverage of consumer behaviour and branding foundations of marketing communications, and all elements of the communications mix, including advertising, public relations, sponsorship, brand activation, direct marketing and exhibitions. Building on the success of the last edition, the 7th edition uses examples, case studies and research results from various countries, industries and markets to make the concepts more practice orientated and help you grasp essential facts. Extensive case material on global brands like Snickers, Libresse, Guinness, Costco, Baunat, Trooper and Lego have been added to reflect the recent developments in marketing communications. Pearson, the world’s learning company.

Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control

Author : Rishi, Bikramjit
Publisher : IGI Global
ISBN 13 : 1466681403
Total Pages : 411 pages
Book Rating : 4.4/5 (666 download)

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Book Synopsis Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control by : Rishi, Bikramjit

Download or read book Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control written by Rishi, Bikramjit and published by IGI Global. This book was released on 2015-02-28 with total page 411 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today’s increasingly connected business world, there is new pressure for local brands to go global, and a need for already global corporations to cater to new audiences that were previously ignored. Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control brings together the best practices for entry and expansion of global brands into Islamic countries. This book is an essential reference source for professionals looking to incorporate the laws and practices of Islam into the global presence of their company and presents a cutting edge look at worldwide retail for marketing researchers and academics.

Perspectives on International Marketing - Re-issued (RLE International Business)

Author : Stanley Paliwoda
Publisher : Routledge
ISBN 13 : 1135126666
Total Pages : 394 pages
Book Rating : 4.1/5 (351 download)

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Book Synopsis Perspectives on International Marketing - Re-issued (RLE International Business) by : Stanley Paliwoda

Download or read book Perspectives on International Marketing - Re-issued (RLE International Business) written by Stanley Paliwoda and published by Routledge. This book was released on 2013-01-04 with total page 394 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing strategy is constantly adapting in the changing environment of International Business. This book draws together an eminent and international body of researchers to analyse recent changes in world markets and marketing practices. It analyses, codifies and challenges existing literature on the subject; it offers industry specific studies of international marketing practices and their relative successes; and it presents valuable research findings on the increasingly important markets of China and Japan. The book is a three-fold contribution to the study and practice of International Marketing. Blending empirical studies with critical theory, the collection sheds much desired light on this important and often-neglected area.

New Perspectives on 20th Century European Retailing

Author : Peter Scott
Publisher : Routledge
ISBN 13 : 1000344657
Total Pages : 163 pages
Book Rating : 4.0/5 (3 download)

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Book Synopsis New Perspectives on 20th Century European Retailing by : Peter Scott

Download or read book New Perspectives on 20th Century European Retailing written by Peter Scott and published by Routledge. This book was released on 2021-05-13 with total page 163 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite the publication of several studies examining European retailing in relation to the USA, there is still a dearth of recent research, in English, that explores the development of retailing in specific European countries (with the obvious exception of Britain), over the twentieth century. Even for the UK, more research is needed to challenge claims such as the alleged "backwardness" of British retailing relative to North America, or the presence of formidable "environmental" barriers to the "industrialisation" of retailing in Britain. New Perspectives on 20th Century European Retailing showcases new research on various aspects of twentieth century European retailing, that challenges the traditional view that Europe was a "follower" of America in retail innovation. It brings together work by several - mainly early career - scholars, who are doing innovative, archival-based, research on various aspects of European retail history. Following a general review of European retailing by the editors (discussing key debates and new approaches) seven thematic chapters present work that either sheds new light on old debates and/or explores hitherto neglected topics. Collectively, they show that whereas retailers are often regarded as ‘intermediaries’, in fact they are actors in their own right and they challenge the traditional view that Europe was a "follower" of America in retail innovation. The chapters in this book were originally published as a special issue of the Business History journal.

Global Marketing Management

Author : Warren J. Keegan
Publisher : Pearson Education
ISBN 13 : 9780138418267
Total Pages : 636 pages
Book Rating : 4.4/5 (182 download)

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Book Synopsis Global Marketing Management by : Warren J. Keegan

Download or read book Global Marketing Management written by Warren J. Keegan and published by Pearson Education. This book was released on 2001 with total page 636 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book, the leading text for students in international marketing, adopts a strategic approach reflecting the importance of multinational corporations.

E-Content

Author : Peter A. Bruck
Publisher : Springer Science & Business Media
ISBN 13 : 354026387X
Total Pages : 246 pages
Book Rating : 4.5/5 (42 download)

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Book Synopsis E-Content by : Peter A. Bruck

Download or read book E-Content written by Peter A. Bruck and published by Springer Science & Business Media. This book was released on 2006-01-16 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technologies develop rapidly and reach hurricane levels of velocity but quality E-Content and innovative applications lag behind. This book addresses the question how content industries change within a digital environment and what role information and communication technologies play in transforming the competitive landscape. The authors argue that post-industrial societies tend to pay substantial amounts for equipment and gadgets but invest far too little in the quality of the content. As a result, much effort is and has to be spent on the enhancement of E-Content. The contributions give an elaborate overview of: - the specifics, challenges and prospects of content in the network economy; - market developments of digital media services; - paid content business models; - impacts on scientific publishing; - developments in the field of E-Learning; - the interplay between technology and content with the example of interactive digital TV; - the mobile games market; - emerging new cross media markets; - the need to enhance the usability of websites and mobile applications; - how digital applications might be used to capture and store our personal experiences. A final chapter shows the prospects of the European E-Content market and gives an overview of valuable initiatives and resources dealing with the topic of E-Content.

Cheap Print and the People

Author : David Atkinson
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527536106
Total Pages : 379 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis Cheap Print and the People by : David Atkinson

Download or read book Cheap Print and the People written by David Atkinson and published by Cambridge Scholars Publishing. This book was released on 2019-06-17 with total page 379 pages. Available in PDF, EPUB and Kindle. Book excerpt: In every country across Europe, at some point or other during the last five hundred years, cheap printed materials were the staple diet of ordinary people, providing a rich array of entertainment, education, and information. They came in various forms, but were usually variations on the theme of single sheets or simple booklets, and they were carried far and wide in pedlars’ packs and sold in the streets, at fairs and markets and wherever crowds gathered, as well as in backstreet shops. Their content was as broad as can be imagined: news and scandal, crimes and last-dying confessions of murderers, divinations, instructional works, wonder stories, miracles, folktales and legends, love stories, celebrations of national victories and lamentations for the good old days. They were often couched in the form of poetry or song, and included pictures in the form of woodcuts and engravings to add to their appeal. In every country across Europe, governments and local and religious authorities tried at times to suppress or control these cheap printed materials. Sometimes, too, the authorities would adopt the format of cheap print to spread their own moral and conformist messages. The educated elites almost always treated cheap print with disdain, but the people continued to buy these items in their tens of thousands, and the printers knew exactly what they wanted. Neglected and reviled for centuries, cheap print shines a light on the culture and lives of ordinary people. This is the first volume to take a pan-European perspective, with each chapter detailing the experience of a particular country or region, offering the reader the opportunity to progress from the particular to a continent-wide overview. This combination of the ubiquity of the materials and overarching themes with the variations wrought by local circumstances can be summed up in the phrase always the same, but everywhere different.

Marketing

Author : Michael John Baker
Publisher : Taylor & Francis
ISBN 13 : 9780415249881
Total Pages : 730 pages
Book Rating : 4.2/5 (498 download)

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Book Synopsis Marketing by : Michael John Baker

Download or read book Marketing written by Michael John Baker and published by Taylor & Francis. This book was released on 2001 with total page 730 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Sports Sponsorship and Marketing Communications

Author : Wim Lagae
Publisher : Financial Times/Prentice Hall
ISBN 13 :
Total Pages : 272 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Sports Sponsorship and Marketing Communications by : Wim Lagae

Download or read book Sports Sponsorship and Marketing Communications written by Wim Lagae and published by Financial Times/Prentice Hall. This book was released on 2005 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text concentrates primarily on the objectives of marketing communications in sport and examines how sponsors can utilise sport sponsorship to achieve brand and sales-related objectives.

Marketing Communications

Author : Patrick De Pelsmacker
Publisher :
ISBN 13 : 9781292135762
Total Pages : 640 pages
Book Rating : 4.1/5 (357 download)

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Book Synopsis Marketing Communications by : Patrick De Pelsmacker

Download or read book Marketing Communications written by Patrick De Pelsmacker and published by . This book was released on 2016-11-30 with total page 640 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Communications: A European Perspective is the perfect resource for European students of marketing communications. Providing an extensive overview of the key concepts, techniques and applications of the field within a European context, it offers a fresh and comprehensive introduction to the discipline.