International marketing [[electronic resource] ] : emerging markets / / edited by Shaoming Zou, Huifen Fu

• Record Nr.: UNINA9910458562803321
• Pubbl/distr/stampa: United Kingdom, : Emerald, 2011
• ISBN: 1-282-98691-0; 9786612986918; 0-85724-448-5
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (321 p.)
• Collana: Advances in international marketing, , 1474-7979 ; ; v. 21
• Altri autori (Persone): ZouShaoming; FuHuifen
• Disciplina: 658.8; 658.84091724; 658.848
• Soggetti: Export marketing; Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Front page; International Marketing: Emerging Markets; Copyright page; Contents; List of contributors; International Marketing and Emerging Markets: An Introduction to the AIM Volume 21; Chapter 1. Awakening dragons: an exploration of the internationalisation of Chinese SMEs from the electronics sector; Chapter 2. Innovation Platforms for Emerging Consumers: Spinning the Wheel of Retailing in Latin America; Chapter 3. Fuelling India's Retail Boom - What Should Be the Right Policy?; Chapter 4. Fashion Retailing in China: An Examination of its Development and Issues; Chapter 5. Advertising Appeals Strategy: Moderating Effect on the Relationship between Innovation and customer equity drivers in ChinaChapter 6. The Impact of Brand Credibility and Brand Personality on Purchase Intention: An Empirical Study in China; Chapter 7. Hallmarks in the Development of Marketing: Chinese Managers' Market Orientation and Ability to Deliver Service Quality; Chapter 8. Examining the Determinants of Interfunctional Coordination and Export performance: An investigation of Brazilian Exporters; Chapter 9. Differences between High- and Low-performing Exporting Firms in a Developing CountryChapter 10. Predicting and Explaining Complaint Intention and Behaviour of Malaysian Consumers: An Application of the Planned Behaviour Theory; Chapter 11. A Comparative Study of Location Choice for Overseas R&D Investment Of TNCS: An Empirical Study of the United States and Japan Based on Panel Data; Chapter 12. Cross-cultural Communication: East vs. West
• Sommario/riassunto: This volume of Advances in International Marketing is focused on issues that have been largely ignored by the main stream literature in international marketing to emerging markets and by firms from emerging markets.