Handbook on cross-cultural marketing:
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, UK
Edward Elgar Publishing
[2020]
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| Schlagworte: | |
| Online-Zugang: | Lizenzpflichtig Inhaltsverzeichnis |
| Beschreibung: | xv, 284 Seiten Illustrationen, Diagramme |
| ISBN: | 9781788978538 |
| DOI: | 10.4337/9781788978545 |
Internformat
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Datensatz im Suchindex
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| adam_text | Contents List ofcontributors Foreword Jean-Claude Usunier 1 vii xiii Introduction to the Handbook on Cross-Cultural Marketing Glen H. Brodowsky PART I 1 CROSS-CULTURAL MARKETING THEMES AND THEORIES 2 Cross-cultural marketing insights Camille P. Schuster 3 Glocalization: companies’ search for the right balance between globalization and localization Svend Hollensen 20 The country image literature: intellectual basis and firture research directions Saeed Samiee and Brian R. Chabowski 37 4 PART II METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH 5 Cross-cultural market and marketing research Michael R. Czinkota and Camille P. Schuster 6 Methodological issues in cross-cultural research: establishing equivalence V Kumar PART III 7 9 52 65 APPLIED CROSS-CULTURAL MARKETING RESEARCH Consumers’ perceptions and attitudes toward product placements: exploring similarities and differences between Finland and the United States Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemani Patwardhan v 83
vi Handbook on cross-cultural marketing 8 9 10 11 12 13 Global luxury brands: researching cross-cultural differences in motivations to consume Annie Peng Cui, Christopher A. Nelson and Alexis Yim 104 Intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions Kelly Hewett and Helena F. Allman 115 Partnerships in cross-cultural marketing and retail internationalization: research propositions Fatima Wang and Pervez Ghauri 133 To the big go the spoils: empirical evidence of the advantages of large players in global and local markets Maxwell Winchester and Tiffany Winchester 152 Family-owned businesses in the global marketplace: a taxonomy for generational evolution and directions for future research Phil Harris and Ozlem Ozdemir 166 The impact of indigenous administrative norms on cross-cultural research: leveraging smartphone platforms to reduce potential bias threats Eric S. Rhodes РАЌТIV 187 NEW PARADIGMS AND FUTURE RESEARCH 14 Marketing research across cultures Fons Trompenaars and Peter Woolliams 15 Advances in methods and theory for research in international business negotiations JohnL. Graham 204 225 16 Future directions of cross-cultural marketing research Jagdish N. Sheth and A tul Parvatiyar 249 17 The fUture is now Glen H. Brodowsky 265 Index 277
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| adam_txt |
Contents List ofcontributors Foreword Jean-Claude Usunier 1 vii xiii Introduction to the Handbook on Cross-Cultural Marketing Glen H. Brodowsky PART I 1 CROSS-CULTURAL MARKETING THEMES AND THEORIES 2 Cross-cultural marketing insights Camille P. Schuster 3 Glocalization: companies’ search for the right balance between globalization and localization Svend Hollensen 20 The country image literature: intellectual basis and firture research directions Saeed Samiee and Brian R. Chabowski 37 4 PART II METHODOLOGICAL CHALLENGES OF CROSS-CULTURAL MARKETING RESEARCH 5 Cross-cultural market and marketing research Michael R. Czinkota and Camille P. Schuster 6 Methodological issues in cross-cultural research: establishing equivalence V Kumar PART III 7 9 52 65 APPLIED CROSS-CULTURAL MARKETING RESEARCH Consumers’ perceptions and attitudes toward product placements: exploring similarities and differences between Finland and the United States Siva K. Balasubramanian, Deepa Pillai, Giacomo Gistri, Nadia I. Sabour and Hemani Patwardhan v 83
vi Handbook on cross-cultural marketing 8 9 10 11 12 13 Global luxury brands: researching cross-cultural differences in motivations to consume Annie Peng Cui, Christopher A. Nelson and Alexis Yim 104 Intra-national cultural differences in thinking styles and the importance of technological product attributes for brand perceptions Kelly Hewett and Helena F. Allman 115 Partnerships in cross-cultural marketing and retail internationalization: research propositions Fatima Wang and Pervez Ghauri 133 To the big go the spoils: empirical evidence of the advantages of large players in global and local markets Maxwell Winchester and Tiffany Winchester 152 Family-owned businesses in the global marketplace: a taxonomy for generational evolution and directions for future research Phil Harris and Ozlem Ozdemir 166 The impact of indigenous administrative norms on cross-cultural research: leveraging smartphone platforms to reduce potential bias threats Eric S. Rhodes РАЌТIV 187 NEW PARADIGMS AND FUTURE RESEARCH 14 Marketing research across cultures Fons Trompenaars and Peter Woolliams 15 Advances in methods and theory for research in international business negotiations JohnL. Graham 204 225 16 Future directions of cross-cultural marketing research Jagdish N. Sheth and A tul Parvatiyar 249 17 The fUture is now Glen H. Brodowsky 265 Index 277 |
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| index_date | 2024-07-03T15:47:28Z |
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| isbn | 9781788978538 |
| language | English |
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| spelling | Handbook on cross-cultural marketing edited by Glen H. Brodowsky (Professor of Marketing, California State University San Marcos, USA) and Camille P. Schuster (Professor Emerita of Marketing, California State University San Marcos, US) Cheltenham, UK Edward Elgar Publishing [2020] xv, 284 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 Brodowsky, Glen H. (DE-588)1220881961 edt Schuster, Camille P. 1950- (DE-588)173072348 edt Edward Elgar Publishing pbl Erscheint auch als Online-Ausgabe 978-1-78897-854-5 X:ELGAR https://doi.org/10.4337/9781788978545 Resolving-System Lizenzpflichtig Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032379220&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Handbook on cross-cultural marketing Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4125431-4 |
| title | Handbook on cross-cultural marketing |
| title_auth | Handbook on cross-cultural marketing |
| title_exact_search | Handbook on cross-cultural marketing |
| title_exact_search_txtP | Handbook on cross-cultural marketing |
| title_full | Handbook on cross-cultural marketing edited by Glen H. Brodowsky (Professor of Marketing, California State University San Marcos, USA) and Camille P. Schuster (Professor Emerita of Marketing, California State University San Marcos, US) |
| title_fullStr | Handbook on cross-cultural marketing edited by Glen H. Brodowsky (Professor of Marketing, California State University San Marcos, USA) and Camille P. Schuster (Professor Emerita of Marketing, California State University San Marcos, US) |
| title_full_unstemmed | Handbook on cross-cultural marketing edited by Glen H. Brodowsky (Professor of Marketing, California State University San Marcos, USA) and Camille P. Schuster (Professor Emerita of Marketing, California State University San Marcos, US) |
| title_short | Handbook on cross-cultural marketing |
| title_sort | handbook on cross cultural marketing |
| topic | Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Internationales Marketing |
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