| Description |
1 online resource (PDFs) (463 pages) |
| Contents |
Logistics innovation: a service-dominant logic-based conceptual framework / Omur Yasar Saatcioglu, Gul Denktas-Sakar, Cimen Karatas-Cetin -- The mediating role of innovation in strategic international marketing / Ho Yin Wong -- Understanding culture, motivation, and ethnic consumer behavior / Fung Kuen Koo, Huong Le -- Creating a culturally sensitive marketing strategy for diffusion of innovations using Hofstede's six dimensions of national culture / Harish C. Chandan -- Sales forecasting practices in Macedonian small-scale manufacturing plants / Slagjana Stojanovska -- Augmenting transcultural diffusion through knowledge management: the critical role of internal marketing / Craig Hume, Margee Hume -- Transcultural understanding in business communication: the case of America vs. Korea / S. J. Chang -- To Russia with love: the complexity of penetrating new markets / Svetlana Holt, Joan Marques, Angelo A. Camillo -- Neuromarketing as a business strategy / Jos̐Μưe G. Vargas-Hern̐Μưandez, Bryan Christiansen -- Enhancing the supply chain in organisations: the pivotal role of reverse logistics / M. Reza Hosseini, Nicholas Chileshe, Raufdeen Rameezdeen, Steffen Lehmann -- The effect of incidental advertising exposure on online impulse buying / Amira Bel Haj Hassine -- Social media and its effect on consumer loyalty: firm satisfaction on social networks / Angelo A. Camillo, Loredana Di Pietro -- Advancing theory in export performance as a strategy to boost export growth in Africa / Gloria Sraha -- Electronic word-of-mouth: factors affecting consumer review writing behavior on electronic platforms / Emel Yildiz, Hasan Ayyildiz -- A strategic analysis of the competing factors in the global wine trade and the development of a model to facilitate foreign country entry mode / Angelo A. Camillo, Svetlana Holt, Joan Marques, Jianli Hu -- Social processes: needs, motivation, and drives in contemporary globalism / Joan Marques, Svetlana Holt, Jianli Hu, Angelo A. Camillo -- Louis Vuitton: using digital presence for brand repositioning and CRM / Vandana Ahuja -- Marketing channels and supply chain management in contemporary globalism: e-commerce development in China and its implication for business / Jianli Hu, Joan Marques, Svetlana Holt, Angelo A. Camillo -- Creating global competitiveness through culture and religion: an insight into the global strategic evolution and marketing of the Halal food industry / Angelo A. Camillo, Svetlana Holt, Joan Marques, Jianli Hu -- The foundation of cultural intelligence: human capital / Ben Tran -- Transcultural marketing and product life cycles in international markets / Donata Vianelli, Manuela Valta |
| Summary |
"This book provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition, presenting intensified globalization scenarios, shifting demographics, and rapid innovations in technology and productivity"--Provided by publisher |
| Analysis |
Branding and brand equity |
|
Business and product life cycles |
|
Convergence/divergence theory |
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Cultural intelligence (CQ) |
|
Guerilla marketing |
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International marketing |
|
Strategic marketing management |
| Bibliography |
Includes bibliographical references |
| Notes |
Mode of access: World Wide Web |
|
Description based on title screen (IGI Global, viewed 08/20/2014) |
| Subject |
Marketing -- Cross-cultural studies.
|
|
New products -- Cross-cultural studies.
|
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Consumers -- Cross-cultural studies.
|
| Form |
Electronic book
|
| Author |
Christiansen, Bryan, 1960- editor
|
|
Yildiz, Salih, 1982- editor
|
|
Yildiz, Emel, 1984- editor
|
|
IGI Global, publisher
|
| LC no. |
2014018602 |
| ISBN |
9781466662216 (electronic) |
|
