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



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Titolo: International marketing [[electronic resource] /] / edited by Shaoming Zou, Huifen Fu Visualizza cluster
Pubblicazione: United Kingdom, : Emerald, 2011
Edizione: 1st ed.
Descrizione fisica: 1 online resource (321 p.)
Disciplina: 658.8
658.84091724
658.848
Soggetto topico: Business & Economics - Marketing - Research
Business & Economics - International - Marketing
Business & Economics - Marketing - General
Sales & marketing
International business
Export marketing
Soggetto geografico: Developing countries
Classificazione: QP 680
Altri autori: ZouShaoming  
FuHuifen  
Note generali: Description based upon print version of record.
Nota di bibliografia: Includes bibliographical references.
Nota di contenuto: International marketing and emerging markets : an introduction to the AIM volume 21 / Shaoming Zou, Huifen Fu -- Awakening dragons : an exploration of the internationalisation of Chinese SMEs from the electronics sector / Sharon Loane, Jim Bell -- Innovation platforms for emerging consumers : spinning the wheel of retailing in Latin America / Guillermo D'Andrea, Luciana Silvestri, Leticia Costa, Fernando Fernandes, Fabio Fossen -- Fuelling India's retail boom : what should be the right policy? / Arpita Mukherjee -- Fashion retailing in China : an examination of its development and issues / Priscilla Y.L. Chan -- Advertising appeals strategy : moderating effect on the relationship between innovation and customer equity drivers in China / Hao Zhang, Eunju Ko, Charles R. Taylor -- The impact of brand credibility and brand personality on purchase intention : an empirical study in China / Xuehua Wang, Zhilin Yang -- Hallmarks in the development of marketing : Chinese managers' market orientation and ability to deliver service quality / Dennis A. Pitta, Darlene B. Smith -- Examining the determinants of interfunctional coordination and export performance : an investigation of Brazilian exporters / Carlos M. P. Sousa, Jorge Lengler -- Differences between high- and low-performing exporting firms in a developing country / Khutula Sibanda, Ronel Erwee, Eric Ng -- Predicting and explaining complaint intention and behaviour of Malaysian consumers : an application of the planned behaviour theory / Wenjie Zhao, Md. Nor Othman -- 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 / Yonggui Wang, Shenghui An, Peng Luo -- Cross-cultural communication : East vs. West / Yaolung James Hsieh.
Sommario/riassunto: The global financial crisis has accelerated the shift of economic power from the West to the East. The emerging markets have become the main engine of global economic growth and firms from emerging markets are playing an increasingly important role in global competition. 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. The papers presented report a variety of studies examining: international marketing behaviour of firms from emerging markets; market environments and consumer behaviour in emerging markets; and MNCs international marketing in emerging markets. Collectively they offer significant insight into emerging markets and point to new directions for future research.
Titolo autorizzato: International marketing  Visualizza cluster
ISBN: 1-282-98691-0
9786612986918
0-85724-448-5
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910791690103321
Lo trovi qui: Univ. Federico II
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Serie: Advances in international marketing ; ; v. 21.