International Marketing Products

  • Global Advertising Practice in a Borderless World

    Edited by Linda Brennan, Robert Crawford, 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 – 2017-07-03 
    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 – 2017-05-22 
    Routledge

  • 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 – 2017-04-30 
    Routledge

  • Routledge Handbook of Football Marketing

    Edited by Nicolas Chanavat, Michel Desbordes, Nicolas Lorgnier

    Football is big business. The top teams and leagues in world football generate billions of dollars in revenue and serve an audience of billions of fans. This book focuses on the marketing of football as the apex of the contemporary football industry. Drawing upon key theories and concepts in sport…

    Hardback – 2017-03-28 
    Routledge
    Routledge International Handbooks

  • Film Marketing

    2nd Edition

    By Finola Kerrigan

    The role of the film marketer is both vital and challenging. Promotion is one of the industry’s biggest costs, with the campaign of a large film costing up to half its production budget. Box office results, however, are wildly unpredictable: relatively few films a year make a profit. These market…

    Paperback – 2017-03-13
    Routledge

  • Contemporary Sport Marketing

    Global perspectives

    Edited by James J. Zhang, Brenda G. Pitts

    The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport…

    Hardback – 2017-02-09
    Routledge
    World Association for Sport Management Series

  • Marketing Performativity

    Theories, practices and devices

    Edited by Katy Mason, Hans Kjellberg, Johan Hagberg

    Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice…

    Hardback – 2017-02-07
    Routledge
    Key Issues in Marketing Management

  • International Strategy of Emerging Market Firms

    Absorbing Global Knowledge and Building Competitive Advantage

    By Andrei Panibratov

    Emerging economies are expected to be in the driver's  seat of the global economy in the medium and long term. Large multinational corporations will account for much of this activity. In this textbook, Andrei Panibratov explains how emerging market firms accumulate and exploit market…

    Paperback – 2017-01-05
    Routledge

  • Ethnic Marketing

    By Guilherme Pires

    Ethnic Marketing shows the rich opportunities that ethnic minority communities have to offer, as well as offering instruction on the design and implementation of effective social and business marketing strategies. The text offers practical guidance on assessing the needs of…

    Paperback – 2016-12-12
    Routledge

  • Ethics in Marketing

    International cases and perspectives, 2nd Edition

    By Patrick E. Murphy, Gene R. Laczniak, Fiona Harris

    Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain. Ethics in Marketing contains 20 cases that deal with a variety of ethical issues…

    Paperback – 2016-12-12
    Routledge

  • Global Marketing

    Contemporary Theory, Practice, and Cases, 2nd Edition

    By Ilan Alon, Eugene Jaffe, Christiane Prange, Donata Vianelli

      Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to…

    Paperback – 2016-10-27
    Routledge

  • Green Marketing in a Unified Europe

    By Alma T Mintu-Wimsatt, Hector R Lozada

    The physical environment--its preservation, protection, and conservation--has become an urgent agenda for international marketers. Many marketing professionals have acknowledged that, in order to succeed, it is crucial that they integrate environmental considerations into their marketing strategies…

    Paperback – 2016-10-11
    Routledge

1Series in International Marketing

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