International Marketing Products

  • Young Consumer Behaviour

    A Research Companion

    Edited by Ayantunji Gbadamosi

    Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available…

    Paperback – 2017-11-27 
    Routledge

  • Inclusive Place Branding

    Critical Perspectives on Theory and Practice

    Edited by Mihalis Karavatzis, Massimo Giovanardi, Maria Lichrou

    Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods - catchy slogans, colourful logos, "star-chitects", bidding for City of Culture status etc - that are applied as…

    Hardback – 2017-11-24 
    Routledge
    Routledge Studies in Critical Marketing

  • International Marketing

    Strategy development and implementation

    By Carl Arthur Solberg

    Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, power relations, preferences, loyalties and norms. International Marketing offers a uniquely adaptable strategy framework for firms of all…

    Paperback – 2017-10-25 
    Routledge

  • Management Research

    European Perspectives

    Edited by Sabina Siebert

    Management Research: European Perspectives brings together experts in the field to take stock of European management research and reflect on its distinctiveness. Building on a successful series of papers published in the European Management Journal, this book contains international contributions…

    Hardback – 2017-10-05 
    Routledge
    Routledge Studies in International Business and the World Economy

  • Ethical Issues in International Marketing

    By Erdener Kaynak, Nedjet Delener

    Ethical Issues in International Marketing is a valuable resource for readers’increasing need for knowledge of this important area. In recent years, ethical issues in international marketing have come to the forefront due to publicity and controversy generated from several international cases…

    Paperback – 2017-09-30 
    Routledge

  • Digital Channels and Social Media Management in Luxury Markets

    By Fabrizio Mosca

    In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their strategies. The principal changes include the following: new geographical market development, such as in the Far East, India, and some parts of Africa (…

    Hardback – 2017-09-30 
    Routledge

  • Business to Business Marketing Management

    A Global Perspective, 3rd Edition

    By Alan Zimmerman, Jim Blythe

    Business to business markets are considerably more challenging than consumer markets and as such demand a more specific skillset from marketers. Buyers, with a responsibility to their company and specialist product knowledge, are more demanding than the average consumer. Given that the products…

    Paperback – 2017-09-18 
    Routledge

  • Motivating SMEs to Cooperate and Internationalize

    A Dynamic Perspective

    By George Tesar, Zsuzsanna Vincze

    Interest in generally expanding the understanding of small and medium-sized enterprises, especially understanding their strategies and operations to enter international markets, is growing rapidly among researchers and academics globally. Government officials, regional and economic specialists, and…

    Hardback – 2017-09-06 
    Routledge
    Routledge Studies in Small Business

  • Essentials of Marketing Management

    2nd Edition

    By Geoffrey Lancaster, Lester Massingham

    The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array of examples and case studies from around the world, Lancaster and Massingham's vital study offers an alternative to the traditional…

    Paperback – 2017-08-29 
    Routledge

  • Global Advertising Practice in a Borderless World

    Edited by Robert Crawford, Linda Brennan, Lukas Parker

    Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are…

    Hardback – 2017-06-08
    Routledge
    Routledge Studies in International Business and the World Economy

  • Building Brands in Asia

    From the Inside Out

    By Tim Andrews, Wilson Chew

    In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.…

    Paperback – 2017-05-16
    Routledge

  • Global Strategy in the Service Industries

    Dynamics, Analysis, Growth

    By Mario Glowik

    Global service-based firms are often 'born global,' and these organizations have developed integrated global strategies based on industry relationships, in order to thrive in new environments. Focusing on these global strategies, this textbook explores the workings of modern service businesses,…

    Paperback – 2017-05-02
    Routledge

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