Strategic marketing in an international marketplace

Strategic marketing in an international marketplace

This ebook brings together current research in international marketing in an effort to highlight current trends and growing concerns. While the fundamentals of marketing remain the same, country-by-country and day-by-day, the landscape within which these marketing fundamentals operate is changing constantly. In attempting to understand this dynamic landscape, it is not enough for marketers to merely listen to those who opine on marketing trends as one will see topics such as: the need for transparency, a better understanding of the customer value proposition, harnessing digital, more personalisation, and Millennials. While we agree that these topics are critical areas within marketing, the authors appearing in this ebook reinforce the fact that academic research truly is much more thoughtful than popular press, “hot” buttons.

The seven articles in this ebook cover a wide range of topics and geographic regions. Topic-wise within the marketing domain, the authors explored: product placement, the positioning of popular music, the outsourcing of services, service quality, marketing channels, environmentally-friendly products, and product endorsement. Geographically, the research presented in this issue was conducted in, or about, a variety of locations: the United Kingdom, Hong Kong, South Korea, Saudi Arabia, Chile, Nigeria, Mexico, and Austria. With this variety of topics and geographic representation, it was not surprising to see that the overlapping component to all of the articles was the impact of various aspects of culture.

Antecedents of product placement effectiveness across cultures,Cultural influences on expectations and evaluations of service quality in emerging markets,Cultural technology: a framework for marketing cultural exports— analysis of Hallyu (the Korean wave),Halal endorsements: stirring controversy or gaining new customers?,I believe therefore I care: the relationship between religiosity, environmental attitudes, and green product purchase in Mexico,Open air markets: uniquenesses about African marketing channels,Outsourcing destination choices: the role of economic and cultural attributes,Strategic marketing in an international marketplace

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