International Marketing Strategy

International Marketing Strategy
Author :
Publisher : Springer Nature
Total Pages : 195
Release :
ISBN-10 : 9783030335885
ISBN-13 : 3030335887
Rating : 4/5 (85 Downloads)

Book Synopsis International Marketing Strategy by : Giovanna Pegan

Download or read book International Marketing Strategy written by Giovanna Pegan and published by Springer Nature. This book was released on 2019-11-26 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.


International Marketing Strategy Related Books

International Marketing Strategy
Language: en
Pages: 195
Authors: Giovanna Pegan
Categories: Business & Economics
Type: BOOK - Published: 2019-11-26 - Publisher: Springer Nature

DOWNLOAD EBOOK

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defi
International Marketing Strategy
Language: en
Pages: 462
Authors: Isobel Doole
Categories: Export marketing
Type: BOOK - Published: 2008 - Publisher:

DOWNLOAD EBOOK

International Marketing
Language: en
Pages: 577
Authors: Carl Arthur Solberg
Categories: Business & Economics
Type: BOOK - Published: 2017-12-06 - Publisher: Routledge

DOWNLOAD EBOOK

Expanding an organisation internationally presents both opportunities and challenges as marketing departments seek to understand different buying behaviours, po
International Strategic Marketing
Language: en
Pages: 286
Authors: Marilyn A. Stone
Categories: Business & Economics
Type: BOOK - Published: 2004 - Publisher: Psychology Press

DOWNLOAD EBOOK

This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering t
International Marketing (RLE International Business)
Language: en
Pages: 330
Authors: Colin Gilligan
Categories: Business & Economics
Type: BOOK - Published: 2013-01-04 - Publisher: Routledge

DOWNLOAD EBOOK

This book is a basic text for international marketing courses. It introduces the different elements of the international marketing mix and sets these in context