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Author: Alain Verbeke Publisher: Cambridge University Press ISBN: 1107355273 Category : Business & Economics Languages : en Pages : 615
Book Description
Verbeke provides a new perspective on international business strategy by combining analytical rigour and true managerial insight on the functioning of large multinational enterprises (MNEs). With unique commentary on 48 seminal articles published in the Harvard Business Review, the Sloan Management Review and the California Management Review over the past three decades, Verbeke shows how these can be applied to real businesses engaged in international expansion programmes, especially as they venture into high-distance markets. The second edition has been thoroughly updated and features greater coverage of emerging markets with a new chapter and seven new cases. Suited for advanced undergraduates and graduate courses, students will benefit from updated case studies and improved learning features, including 'management takeaways', key lessons that can be applied to MNEs and a wide range of online resources.
Author: Alain Verbeke Publisher: Cambridge University Press ISBN: 1107355273 Category : Business & Economics Languages : en Pages : 615
Book Description
Verbeke provides a new perspective on international business strategy by combining analytical rigour and true managerial insight on the functioning of large multinational enterprises (MNEs). With unique commentary on 48 seminal articles published in the Harvard Business Review, the Sloan Management Review and the California Management Review over the past three decades, Verbeke shows how these can be applied to real businesses engaged in international expansion programmes, especially as they venture into high-distance markets. The second edition has been thoroughly updated and features greater coverage of emerging markets with a new chapter and seven new cases. Suited for advanced undergraduates and graduate courses, students will benefit from updated case studies and improved learning features, including 'management takeaways', key lessons that can be applied to MNEs and a wide range of online resources.
Author: Erdener Kaynak Publisher: Routledge ISBN: 1136427511 Category : Business & Economics Languages : en Pages : 184
Book Description
Improve your grasp of contemporary European marketing issues with these fascinating case studies and analyses! From the editor: Europe is not a homogenous mass market. It is rather a heterogeneous market with substantial regional, country, and individual market differences. There are three major sub-markets: European Union (EU) countries, European Free Trade Area (EFTA) countries, and Eastern/Central European (ECE) countries (accession countries). Ten of these countries joined the EU on May 1st, 2004. These countries offer tremendous market opportunities for other European countries, as there is a strong demand in these ten countries for various products and services. Very soon, we will be witnessing the emergence of an enlarged Europe with high market and investment potential. This resource examines marketing practices and consumer behavior in several EU countries, plus one EFTA country and one Associate EU member country. With conceptual frameworks, case studies, analytical insights into European marketing issues, empirical data, and propositions for future testing, European Perspectives in Marketing presents clear, understandable writing on: outsourcing industrial products from Eastern and Central European suppliers cross-cultural differences in the effect of advertising repetition and size—with a case study from Germany the internationalization of small high-tech firms—with case examples from Norway the impact of the euro on Italian consumers’ currency adjustment strategies—have they successfully adapted to the new currency by substituting their old internal price references (based on the high-denomination lira) with a new set of references that reflects the low-denomination currency of the euro? international antitrust strategies and the policies of Pepsi and Coke in Europe as compared to in the United States—and a look at the managerial and public policy implications of US and EU antitrust regulations recent advances in Information & Communication Technology (ICT) and how they can reduce the communication barriers between and within geographically dispersed organizations why young Turkish adults (high school and university students, and young people in the workforce) purchase and use mobile telephones for symbolic rather than practical reasons
Author: Publisher: GRIN Verlag ISBN: 3346793974 Category : Business & Economics Languages : en Pages : 32
Book Description
Seminar paper from the year 2022 in the subject Business economics - Review of Business Studies, , language: English, abstract: Red Bull GmbH is one of the largest companies globally in terms of innovation. It is this competitive edge in innovation that enabled the company to transition its product from an unstable drink to a leading energy drink globally. The Austrian company was founded in 1987 and has so far grown to occupy the largest share of the energy drink market, selling 7.5 billion cans in the year ending 2019. Red Bull’s main strength is in its marketing campaigns. Instead of following a traditional approach to mass marketing, Red Bull generates brand awareness through the creation of a brand myth by engaging customers in multiple activities and experiences, including extreme sports events. Red Bull also owns sports teams such as Formula One team, football clubs such as Red Bull Salzburg and so on. Other marketing activities include music engagement through Red Bull Records, as well as celebrity endorsements. Apart from its sports-centred marketing being innovative, the cost of this approach is lower than the conventional methods used by other beverage companies such as Coca-Cola. Despite its marketing success, the company faces the problem of lacking a patent for the company’s product formula. As such, many companies used Red Bull’s secret ingredients to develop competing products. Furthermore, Red Bull has received negative press regarding the potential health risks associated with some of its products.
Author: David A. Aaker Publisher: John Wiley & Sons ISBN: 1119392209 Category : Business & Economics Languages : en Pages : 406
Book Description
Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making. The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.
Author: Adrian Payne Publisher: Cambridge University Press ISBN: 1107014964 Category : Business & Economics Languages : en Pages : 547
Book Description
The first textbook to integrate relationship marketing and CRM. Case studies from around the world connect theory with global practice.
Author: Edward Russell Publisher: Bloomsbury Publishing ISBN: 2940439346 Category : Business & Economics Languages : en Pages : 194
Book Description
This book describes how marketing organizations successfully move from product concept to the creation of a successful brand, and explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. The Fundamentals of Marketing is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.
Author: Karel Jan Alsem Publisher: Taylor & Francis ISBN: 1000984494 Category : Business & Economics Languages : en Pages : 478
Book Description
This book provides a uniquely practical approach to strategic marketing planning. Combining a comprehensive overview of theory with practice, each chapter takes the reader step by step through the strategic marketing process. Beginning with situation analysis, it moves on to marketing strategy (targeting and brand positioning) and finally details the overall implementation and creation of customer values. This second edition has been fully updated to integrate both sustainability and digitalization throughout the whole strategic planning process, covering analyzing consumer needs, setting goals, choosing a brand positioning, and marketing communication. Subjects such as big data, AI, online behavioral targeting, influencer marketing, and social media are explored, accompanied by plentiful examples. A unique feature is the full integration of sustainability within normal marketing, led by a new customer value model. Strategic Marketing Planning equips the reader with the necessary tools and techniques to develop and deliver a thorough and effective marketing strategy. With a broad range of international case studies that bring the theory to life, this well-renowned text is vital reading for undergraduate and postgraduate students of marketing management and strategic marketing. It should also be of interest to marketing practitioners who want a clear overview to aid them in the planning process. Support materials include PowerPoint slides.
Author: Shad Morris Publisher: John Wiley & Sons ISBN: 1119679788 Category : Business & Economics Languages : en Pages : 432
Book Description
Leveraging their extensive background at multi-national corporations, co-authors Shad Morris and James Oldroyd created an International Business course that is current, concise, and easy to implement. As instructors themselves, the authors focused on engaging pedagogy that prepares students for the global marketplace and created interactive resources to deepen the learning experience. This second edition of International Business includes extensive updates including coverage on important topics like COVID-19, Brexit and the US-China trade war. Additionally, the WileyPLUS course provides just-in-time resources like chapter introductory videos, whiteboard animations, cases/case application problems, adaptive practice, and more to help students apply their learning and think critically.
Author: Alain Verbeke
Author: Alain Verbeke
Author: Erdener Kaynak
Author: 
Author: G. R. Foxall
Author: 
Author: David A. Aaker
Author: Adrian Payne
Author: Edward Russell
Author: Karel Jan Alsem
Author: Shad Morris