International Marketing Products

  • Global Marketing

    Contemporary Theory, Practice and Cases, 2nd Edition

    By Ilan Alon, Eugene D. 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 respond…

    Paperback – 2016-08-12 
    Routledge

  • Marketing and Consumption in Modern Japan

    By Kazuo Usui

    This book explores the development in Japan throughout the twentieth century of marketing and consumerism. It shows how Japan had a long established indigenous traditional approach to marketing, separate from Western approaches to marketing, and discusses how the Japanese approach to marketing was…

    Paperback – 2016-06-30 
    Routledge
    Routledge Studies in the Growth Economies of Asia

  • Global Perspectives in Cross-Cultural and Cross-National Consumer Research

    By Erdener Kaynak, Lalita Manrai

    Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding in turn can provide international marketers with valuable insights, such as…

    Paperback – 2016-05-16 
    Routledge

  • Customer Value Creation Behavior

    By Youjae Yi

    We all live in a service-based economy right now, and the role of customers has changed from passive buyers to active value creators. Customers are actively engaged in the value creation process, and customer value creation behavior has become an essential phenomenon. For the competitive advantage…

    Paperback – 2016-04-21
    Routledge

  • Consumer Culture, Branding and Identity in the New Russia

    From Five-year Plan to 4x4

    By Graham H.J. Roberts

    As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today’s Russia, including retailing, advertising and social…

    Hardback – 2016-04-14
    Routledge
    Routledge Interpretive Marketing Research

  • Cool Nations

    Media and the Social Imaginary of the Branded Country

    By Katja Valaskivi

    Nation branding is the most recent feature of imagined nation-making in the history of nations. Facing global competition, national decision-makers aim to distinguish their countries from others by means of branding. Quite a few nations have considered the term ‘cool’ suitable for describing some…

    Hardback – 2016-04-06
    Routledge
    Routledge Advances in Sociology

  • Islam, Marketing and Consumption

    Critical Perspectives on the Intersections

    Edited by Aliakbar Jafari, Özlem Sandikci

    In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the complex and multifaceted…

    Hardback – 2016-01-18
    Routledge
    Routledge Studies in Critical Marketing

  • Brand Meaning

    Meaning, Myth and Mystique in Today’s Brands, 2nd Edition

    By Mark Batey

    This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect…

    Paperback – 2015-12-21
    Routledge

  • Marketing Organisation (RLE Marketing)

    By Nigel Piercy

    Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines: The study of the organisational location and positioning of the marketing…

    Paperback – 2015-11-26
    Routledge
    Routledge Library Editions: Marketing

  • Export Strategy: Markets and Competition (RLE Marketing)

    By Nigel Piercy

    This book offers management students and managers new insights by approaching exporting from the perspective of marketing planning, rather than the mechanics of export practice. The author evaluates the widely recommended strategy of key market concentration, showing its weaknesses and the flaws in…

    Paperback – 2015-11-26
    Routledge
    Routledge Library Editions: Marketing

  • Competitive Marketing (RLE Marketing)

    A Strategic Approach

    By John O'Shaughnessy

    This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be…

    Paperback – 2015-11-26
    Routledge
    Routledge Library Editions: Marketing

  • Marketing Budgeting (RLE Marketing)

    A Political and Organisational Model

    By Nigel Piercy

    This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and…

    Paperback – 2015-11-26
    Routledge
    Routledge Library Editions: Marketing

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