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Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, sociocultural, and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social, and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.
Marketing --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Management --- Export marketing --- Cross-cultural studies --- Marketing - Management - Cross-cultural studies --- Export marketing - Cross-cultural studies --- Marketing - Cross-cultural studies
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"Contemporary sport business is international. From global sport competitions and events, sponsorship deals and broadcasting rights to labour markets and lucrative flows of tourists, anybody working in sport business today has to have an international perspective. This book offers the broadest and most in-depth guide to the key themes in international sport business today, covering every core area from strategy and marketing to finance, media and the law. Including authors from more than twenty countries spanning the Americas, Europe, Asia, Africa and Australia, this handbook addresses the most important issues in the world of sport business from a uniquely global perspective. Each chapter examines a particular cross-section of business and sport, encompassing all levels from grassroots to professional and elite. Divided into seven major subject areas, it offers insights from experts on: - International Sport Business Strategy - Sport Marketing - Sport Economics and Finance - International Sport Law - Sport Media and Communication - Sport Tourism - Sport Development. The Routledge Handbook of International Sport Business is an essential resource for any course on sport business, sport management or international business." --
Sports --- Sports administration --- Economic aspects --- Marketing --- Field sports --- Pastimes --- Recreations --- Recreation --- Athletics --- Games --- Outdoor life --- Physical education and training --- Management --- Organization and administration --- Sports - Economic aspects - Cross-cultural studies --- Sports administration - Cross-cultural studies --- Sports - Marketing - Cross-cultural studies
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The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners: the establishment of trusting customer relationships, customer co-production, and the effect of word-of-mouth referrals. The results of the study, conducted on banking customers in 11 countries, show that differences in cultural values impact consumers’ behavior and cognitions. Overall, the findings from this doctoral study highlight the need for culture-specific relationship marketing in services that considers the values of specific target groups. The author outlines ways to cope with this challenge and derives implications for research and practice.
Banks and banking, International. --- Consumers -- Attitudes -- Cross-cultural studies. --- International business enterprises -- Marketing. --- Relationship marketing -- Cross-cultural studies. --- Service industries -- Marketing. --- Commerce --- Business & Economics --- Marketing & Sales --- Relationship marketing. --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Marketing --- Business. --- Management science. --- Business and Management. --- Business and Management, general. --- Industrial management --- Aftermarkets --- Selling --- Customer relations --- Trade --- Economics --- Management --- Quantitative business analysis --- Problem solving --- Operations research --- Statistical decision
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Recent years have seen the strengthening of a discourse that emphasises the virtues of markets, competition and private initiative, vis-à-vis the vices of public intervention in higher education. This volume presents a timely reflection about the effects this increasing marketization has been producing in many higher education systems worldwide. The various chapters of this volume analyse the impact of markets at the system level, with significant attention being devoted to the changes in modes of regulation, the strengthening of aspects such as privatization and inter-institutional competition in higher education systems, and the closer interaction between higher education and its economic environment. Several of the contributors devote attention as well to the implications of market forces for institutional change, notably regarding issues such as mission, organizational structure and governance and the way marketization is affecting the internal distribution of power and the definition of priorities. Finally, the volume includes several chapters focusing on the different markets of higher education, such as the academic labour market, undergraduate and postgraduate education, and research markets. Altogether these chapters provide important insights concerning the many national and institutional contexts in which the marketization of higher education has been taking place around the world.
Education, Higher -- Economic aspects -- Cross-cultural studies. --- Education, Higher -- Economic aspects. --- Education, Higher -- Marketing -- Cross-cultural studies. --- Universities and colleges -- Finance -- Cross-cultural studies. --- Education --- Social Sciences --- Theory & Practice of Education --- Education, Higher --- Public universities and colleges. --- Private universities and colleges. --- Marketing. --- College students --- Higher education --- Education. --- Higher education. --- Higher Education. --- Postsecondary education --- Universities and colleges --- Children --- Education, Primitive --- Education of children --- Human resource development --- Instruction --- Pedagogy --- Schooling --- Students --- Youth --- Civilization --- Learning and scholarship --- Mental discipline --- Schools --- Teaching --- Training --- Private schools --- Education, Higher. --- Economic aspects. --- Social aspects. --- Finance.
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This book presents the latest research and recent studies in the field of national brand and private label marketing. It covers a wide range of topics, including retailing, marketing, general business, psychology, economics and statistics. It addresses diverse areas of application, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer motivation, online communities, economic crisis, strategies in growth and mature private labels. The contributions are organized according to the following themes: consumer behaviour, strategic decisions, branding, market trends and theoretical research. The book presents a collection of original, rigorous and relevant contributions from the 2015 National Brands and Private Label Marketing conference in Barcelona.
Economics/Management Science. --- Marketing. --- Industrial, Organisational and Economic Psychology. --- e-Business/e-Commerce. --- Business Strategy/Leadership. --- Economics. --- Applied psychology. --- Economie politique --- Marketing --- Branding (Marketing) -- Congresses. --- Corporate culture -- Congresses. --- Industrial management. --- Marketing -- Cross-cultural studies. --- Commerce --- Business & Economics --- Marketing & Sales --- Branding (Marketing) --- Brand name products --- Business. --- Leadership. --- E-business. --- Electronic commerce. --- E-commerce. --- Industrial psychology. --- Business and Management. --- Advertising --- Industrial and Organizational Psychology. --- Ability --- Command of troops --- Followership --- Cybercommerce --- E-business --- E-commerce --- E-tailing --- eBusiness --- eCommerce --- Electronic business --- Internet commerce --- Internet retailing --- Online commerce --- Web retailing --- Information superhighway --- Applied psychology --- Psychagogy --- Psychology, Practical --- Social psychotechnics --- Psychology --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Business psychology --- Industrial psychology --- Psychotechnics --- Industrial engineering --- Personnel management --- Psychology, Applied --- Industrial psychologists
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Published annually since 1985, the Handbook series provides a compendium of thorough and integrative literature reviews on a diverse array of topics of interest to the higher education scholarly and policy communities. Each chapter provides a comprehensive review of research findings on a selected topic, critiques the research literature in terms of its conceptual and methodological rigor, and sets forth an agenda for future research intended to advance knowledge on the chosen topic. The Handbook focuses on twelve general areas that encompass the salient dimensions of scholarly and policy inquiries undertaken in the international higher education community. The series is fortunate to have attracted annual contributions from distinguished scholars throughout the world.
Education, Higher -- Marketing -- Cross-cultural studies. --- Education, Higher -- Periodicals. --- Educational planning -- Periodicals. --- History of Education --- Theory & Practice of Education --- Education --- Social Sciences --- Education, Higher --- Education, Higher. --- College students --- Higher education --- Education. --- Curriculums (Courses of study). --- School management and organization. --- School administration. --- Educational policy. --- ducation and state. --- Educational sociology. --- Higher education. --- Education and sociology. --- Sociology, Educational. --- Higher Education. --- Curriculum Studies. --- Administration, Organization and Leadership. --- Educational Policy and Politics. --- Sociology of Education. --- Curricula. --- Education and sociology --- Social problems in education --- Society and education --- Sociology, Educational --- Sociology --- Postsecondary education --- Universities and colleges --- Education policy --- Educational policy --- State and education --- Social policy --- Endowment of research --- Educational administration --- Inspection of schools --- School administration --- School inspection --- School operation policies --- School organization --- Schools --- Educational planning --- Management --- Core curriculum --- Courses of study --- Curricula (Courses of study) --- Curriculums (Courses of study) --- Study, Courses of --- Instructional systems --- Children --- Education, Primitive --- Education of children --- Human resource development --- Instruction --- Pedagogy --- Schooling --- Students --- Youth --- Civilization --- Learning and scholarship --- Mental discipline --- Teaching --- Training --- Aims and objectives --- Government policy --- Inspection --- Management and organization --- Curricula --- Curriculum planning. --- Curriculum development --- Planning --- Design --- Education—Curricula. --- Education and state. --- Administration, Educational --- Operation policies, School --- Policies, School operation --- Organization
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