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International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice

-15% su kodu: ENG15
98,16 
Įprasta kaina: 115,48 
-15% su kodu: ENG15
Kupono kodas: ENG15
Akcija baigiasi: 2025-03-03
-15% su kodu: ENG15
98,16 
Įprasta kaina: 115,48 
-15% su kodu: ENG15
Kupono kodas: ENG15
Akcija baigiasi: 2025-03-03
-15% su kodu: ENG15
2025-02-28 115.4800 InStock
Nemokamas pristatymas į paštomatus per 11-15 darbo dienų užsakymams nuo 20,00 

Knygos aprašymas

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers¿ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.

Informacija

Autorius: Giovanna Pegan, Patrizia De Luca, Donata Vianelli,
Serija: International Series in Advanced Management Studies
Leidėjas: Springer International Publishing
Išleidimo metai: 2019
Knygos puslapių skaičius: 204
ISBN-10: 3030335879
ISBN-13: 9783030335878
Formatas: 241 x 160 x 17 mm. Knyga kietu viršeliu
Kalba: Anglų

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