Strategic international marketing: an advanced perspective / ed. by T.C.Melewar, S.Gupta. - Basingstoke; New York: Palgrave Macmillan, 2012. - xxvii, 303 p.: ill. - Incl. bibl. ref. - Ind.: p.293-303. - ISBN 978-0-230-58024-4  Место хранения:   022 | Институт экономики и организации промышленного производства | Новосибирск

Оглавление / Contents

List of figures .............................................. xiii List of tables ................................................. xv Notes on contributors ........................................ xvii Foreword .................................................... xxiii Acknowledgements ............................................ xxvii Introduction .................................................... 1 1 International branding: creating global brand equity through language ............................................. 5 2 The 'glocalization' of product and advertising strategies ... 23 3 Setting prices for global markets: global insights and perspectives ................................................ 45 4 Managerial challenges in setting prices: price-quality cues, role of the sales force and global issues ............. 61 5 Managing brands with retailers: an international perspective ................................................. 77 6 The concept of place in international strategic marketing decisions ................................................... 93 7 International marketing communications as the global marketing change agent ..................................... 117 8 The adoption of interactive digital television by advertising professionals: exploring an international marketing communication medium ............................. 133 9 Employee development in the international arena: internal marketing and human resource management perspectives ....... 153 10 An analysis of the people dimension in international marketing .................................................. 171 11 Processes: the way forward ................................. 185 12 Export market-oriented processes and export performance: quadratic and moderated relationships ...................... 203 13 The dematerialization of marketing in a global economy ..... 225 14 Physical evidence as an asset in nation brand equity ....... 241 15 Future directions in international marketing: the decade ahead ...................................................... 259 Conclusion .................................................... 289 Index .........................................................