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International Marketing
Marketing is a universal activity that is widely applicable, regardless of the political, social or economic systems of a particular country. However, this doesn't mean that consumers in different parts of the world should be satisified in the same way. The 4th edition of International Marketing has been written to enable managers and scholars to meet the international challenges they face everyday. It provides the solid foundation required to understand the complexities of marketing on a global scale. The book has been fully updated with topical case studies, examples of contemporary marketing campaigns, the most relevant discussion topics as well as the most up-to-date theories, references...
How the Private Sector Develops Skills: Lessons from Turkey
Despite its vital role in development to increase access to sustainable income, skills training has been experiencing severe problems worldwide, such as lack of physical, legal and educational infrastructure, absence of a win-win based cooperation between the private sector and vocational education and training agencies as well as matters of financing. The state and development agencies on their own are limited in their capacity to tackle these problems. It is difficult to close the gap between the supply of labour and the demands of the market, which exacerbates the exclusion of the base of the pyramid from the economy, especially in a globalizing world where the technological requirements ...
Brand Meaning Management
Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.
Handbook of Service Marketing Research
The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today. Cutting-edge topics include: customer relationships and loy
International Conflict and Conflict Management
This book asks scholars to reexamine international conflict and its management—in order to move the field toward directly theorizing about and examining the interdependence between conflict events and conflict management attempts. Despite decades of work, research on international conflict and its management remains siloed in three fundamental ways. First, scholars do not thoroughly address international conflict dynamics within studies of conflict management, even though the former give rise to the latter. Second, existing work generally investigates one conflict management strategy (e.g., mediation) at the expense of others (e.g., adjudication). These strategies, however, are not indepen...
Handbook of Qualitative Research Methods in Marketing
This fully revised second edition of a best-selling Handbook is an essential resource for qualitative researchers and practitioners in marketing. Developments in artificial intelligence and software have contributed to huge changes in qualitative methodologies since the first edition was published in 2006, and this updated Handbook acknowledges and critiques these fascinating scholarly advancements. This title contains one or more Open Access chapters.
Handbook of Research on Marketing and Corporate Social Responsibility
The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver f
Firm Competitive Advantage Through Relationship Management
Relationship management (RM) is an essential part of business, but its success as a business model can be hard to measure, with some firms embracing a model that is truly relationship-orientated, while others claim to be relationship-orientated but in fact prefer transactional short-term gain. This open access book aims to develop a mid-range theory of relationship management, examining truly relationship-orientated firms to discover not only what qualities these firms have that make them successful at the RM model, but also what benefits this model has for the firm. It addresses questions like how RM-mature companies achieve and sustain competitive advantage, and what determines the scale and scope of these firms, illustrating with case studies. This book will be of interest to scholars studying leadership and strategy, especially those interested in relationship management, business ethics and corporate social responsibility. It will also be of interest to professionals looking to develop their understanding of relationship management.
The Cruft of Fiction
A 2017 Choice Outstanding Academic Title What is the strange appeal of big books? The mega-novel, a genre of erudite tomes with encyclopedic scope, has attracted wildly varied responses, from fanatical devotion to trenchant criticism. Looking at intimidating mega-novel masterpieces from The Making of Americans to 2666, David Letzler explores reader responses to all the seemingly random, irrelevant, pointless, and derailing elements that comprise these mega-novels, elements that he labels “cruft” after the computer science term for junk code. In The Cruft of Fiction, Letzler suggests that these books are useful tools to help us understand the relationship between reading and attention. Wh...
Handbook for Directors of Financial Institutions
The role of directors of financial institutions has changed significantly. Subsequent changes in regulation to protect shareholder and public interests have created new challenges for directors. This handbook provides advice from directors and regulators about what directors of financial institutions worldwide need to know to perform their duties.
