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International Marketing Strategy

The Country of Origin Effect on Decision-Making in Practice
BuchGebunden
188 Seiten
Englisch
Springererschienen am06.12.20191st ed. 2020
Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels.mehr
Verfügbare Formate
BuchGebunden
EUR74,89
BuchKartoniert, Paperback
EUR53,49
E-BookPDF1 - PDF WatermarkE-Book
EUR53,49

Produkt

KlappentextConsumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels.
Details
ISBN/GTIN978-3-030-33587-8
ProduktartBuch
EinbandartGebunden
Verlag
Erscheinungsjahr2019
Erscheinungsdatum06.12.2019
Auflage1st ed. 2020
ReiheInternational Series in Advanced Management Studies
Seiten188 Seiten
SpracheEnglisch
Gewicht466 g
IllustrationenXIII, 188 p. 29 illus., 13 illus. in color.
Artikel-Nr.47546607
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
Introduction.- Strategic Entry Modes and Country of Origin Effect.- Country-of-Origin Valorization in Exporting: Insights from Companies and Foreign Importers.- Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives.- From Country-of-Oriigin Effect to Brand Origin: Challenges in International Direct Marketing Channels.- The Role of Country of Origin in Foreign Retailers' Strategies.- Online Channels and the Country of Origin.- Conclusion.mehr

Schlagworte

Autor

Giovanna Pegan is Associate Professor of Marketing and Management at the University of Trieste (Italy), where she teaches consumer behavior, business communication and consumer psychology. She is the author or co-author of numerous national and international publications, and her research focuses on sustainable consumption, marketing innovation and the country of origin effect on international distribution channels.
Donata Vianelli is Full Professor of Marketing and Management at the University of Trieste (Italy), where she teaches international marketing and business management. She has authored more than a hundred publications on global distribution and cross-cultural consumer behavior with a focus on Europe, US and Asia.
Patrizia de Luca is Associate Professor of Marketing and Management at the University of Trieste (Italy) where she teaches marketing and marketing research. She is the author or co-author of books, chapters and articles in national and international publications. Her research interests concern marketing channels and innovation, with particular attention to the experiental and sustainable perspective.

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