A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.

On 1 August 2008 the Chinese Anti-Monopoly Law entered into force, introducing a comprehensive framework for competition law to the Chinese market. One set of the new rules pertains to merger control. China's Ministry of Commerce (MOFCOM) was nominated as the authority responsible for enforcing merger control in China and has been actively doing so ever since. Recent years have established China as one of the most important merger filing jurisdictions for cross-border mergers alongside the EU and USA. This work evaluates the Chinese merger control law regime and MOFCOM's decision-making practice after more than five years of application. In particular, it assesses which policy goals (competition policy goals or industrial policy considerations) prevail in the written law and its application and provides suggestions for a further improvement of the law - with the aim to develop a transparent merger control regime that promotes long-term economic growth in China.

This book addresses two countervailing challenges to theory and policy in law and economics. The first is the rise of legal origins theory, which denies the comparative law view of convergence between common law and civil law by the assertion of an economic superiority of common law. The second is the series of economic crises in the very financial markets on which that assertion was based. Both trends unsettled certainties about the rule of law and institutional economics. Meeting legal origins theory in its main areas of political science, sociology and economics, the book extends the interdisciplinary reach to neglected aspects of comparative law, legal history, dynamic econometric analysis and "quasi-natural experiments" with counterfactual evidence of different institutional regimes in divided countries. These combined methodological tools make tests of the economic impact of different legal origins much more reliable. This is shown for developed and newly industrialized countries as well as developing, transforming and emerging countries with or without financial center advantage, affected or not by financial crises. The Asian financial crises and the American subprime crisis have been, or could have been resolved using the resources of common law or civil law. These cases and data on access to justice in Africa, Asia and Latin America reveal the problem of substantive law remaining "law on the books" without efficient procedural rules and judicial structures. The single most striking common law-civil law divide is that lawyer-dominated common law procedure is slower and costlier than judge-managed civil law procedure. Countries as diverse as the Netherlands, Japan, and China show functional interaction between culture and law in legal reforms. Such interaction can reduce the occurrence of legal disputes as well as facilitate their resolution. It can use economic crises as catalysts for legal reforms or rely on regional integration, and it should replace the discredited method of legal "transplants" by sustained dialogue between legal advisors and all actors involved in legal reforms.

This book demonstrates the changing dynamics of India's engagement with Africa, focusing on trade, investment, official development assistance, capacity building activities and the diaspora. It also examines its impact at the economic, political and societal levels with respect to governance, democratic structures, education and health. India has competitive edge of historical goodwill and it is one of the most important countries engaging Africa in the 21st Century. For Africa, India has emerged from an aid recipient country to a major aid provider but on a basis of partnership model. The book provides a contemporary analysis and assessment of Indo-Africa relations, bringing together contributions from the Global South and from the North that explore whether the relationship is truly 'mutually beneficial'.

This volume showcases contributions from leading academics, educators and policymakers derived from two workshops hosted by the Interdisciplinary Center for Economic Science (ICES) at George Mason University on internationalization and competitiveness. It aims to present key areas of current research and to identify basic problems within the field to promote further discussion and research. This book is organized into two sections, focusing on: science and economics and innovation policy and its measurement, with an underlying emphasis on exploring connections across disciplines and across research, practice and policy. The first workshop was held at George Mason University (GMU) in Arlington, VA, USA in March 2013 and a second, building on the key results from the first, was held at the Royal Institute of Technology (KTH) in Stockholm, Sweden in October 2013. A variety of problems were discussed and several interdisciplinary concepts in internationalization and competitiveness have already emerged from these workshops. For example, many of the presentations emphasized a need for productivity, which is a key goal of economic development. It was proposed to shift the emphasis from productivity towards creativity by examining property right regimes and their measurement to provide incentives for creative idea generation. These regimes span across higher education, invention, labor markets, and many other markets and institutions. Addressing fundamental issues along four dimensions--economics, higher education, strategic collaboration, and new research methods--this book provides a multidimensional, interdisciplinary perspective on the challenges and opportunities for future development. This excellent collection of essays provides new insights as to how the development and diffusion of knowledge are facilitating convergence in the structure of research organizations across the globe -- a process that has enormous implications for how actors in all parts of the world compete with one another in an increasing array of arenas. The essays have valuable implications for understanding how producers of all kinds of knowledge across the globe are competing with one another and how geographical space and nation states are less important in the competition for novelty. Rogers Hollingsworth University of Wisconsin (Madison) University of California San Diego

This book shows the patterns of the fuzzy front end of innovation and how it can be managed successfully. Topics in this book cover traditional instruments and processes such as technology monitoring, market-oriented research management, lead-user developments, but also modern approaches such as frontloading, user community-driven innovation, crowdsourcing, anthropological expeditions, technological listening posts in global R&D settings, cross-industry innovation processes, open innovation, and IP cycle management. Contributions are based on latest research and cases studies on this new paradigm. The authors investigate this phenomenon, linking the practice of the early innovation phase to the established body of innovation research. Conceptional articles complement case studies to provide the reader with insight on managing the fuzzy front end of innovation. Lessons learned with success factors and checklists complement each chapter.

In September 2010, the Cuban government decided to embark on an economic reform program, unprecedented after the Revolution in 1959. This opened up opportunities for Cuban economists and scholars to participate in the development of the reform program. Thanks to grants from SSRC (Social Sciences Research Council, New York) and the Norwegian Ministry of Foreign Affairs, several researchers from the Cuban think tank CEEC (Center for Studies of the Cuban Economy, Havana) got an opportunity to visit countries that could be of interest for the reform process, notably Vietnam, but also Brazil, South Africa and Norway. The result of these field visits and a subsequent workshop involving contributions from Cuban as well as non-Cuban scholars, this volume showcases unprecedented new insights into the process and prospects for reform along many dimensions, including foreign direct investment, import substitution, entrepreneurship and business creation, science and technology development, and fiscal policies. The resulting analysis, in a comparative perspective, provides a framework for future research as well as for business practice and policymaking.

This collection provides access to up to date, very high quality research and critical perspectives on China's CCIs on an industry by industry basis. Industries dealt with by this collection include: advertising, architecture, art and antiques, computer games, crafts, design, designer fashion, film and video, music, performing arts, publishing, software, TV and radio, digital media. The collection combines recently translated work by acknowledged experts on individual sectors of the creative industries from within China with more critical work by internationally-based experts on China's CCIs and their implications beyond China. The collection draws on the expertise of research academics and of industry based practitioners. China's Creative and Cultural Industries Reports is a Lens on China providing fresh, new material and perspectives on a key area of cultural and economic development in one of the world's fastest growing economies. Publication in the form of a collection, which could be sold in multiple of traditional and digital formats, either as a volume or as individual reports, makes it possible for readers to select the format most relevant to their interests.

With a series of experiments, Lena Himbert highlights the influence of the unit price's unit of measure on the consumer's price-level perception and quality perception. Furthermore, this thesis shows that the unit price availability and prominence influences the consumer's store price image. When shopping for pre-packaged products, consumers are offered a variety of product and price information at the point of purchase. The unit price represents price information given to the consumer for which the factor package size is removed and thereby lowers the information load for consumers in the shopping situation. However, retailers have considerable leeway concerning the unit price format. Aspects that can be varied are for example the unit of measure (e.g., price per kg vs price per 100 g) or font size. There is little to no previous research that gives advice to retailers how they should indicate the unit price on the price label.

"The Review of Marketing Research" annual series provides current, state-of-the-art articles by the marketing field's leading researchers and academicians. Unlike other research publications in the field that impose rigid limitations on the length of articles, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, emerging trends, international developments, guidelines for implementation, and suggestions for further theory development and testing. Edited by Narash K. Malhotra along with a distinguished Editorial Review Board drawn from the leading figures in marketing research and theory, the annual "Review of Marketing Research" volumes include approximately 7-8 chapters. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies. No marketing bookshelf or library will be complete without this annual series.

This volume explores the value of business integrity and ethics as a "best practice" model in business strategy. The authors define business integrity, explore areas in which integrity is often absent or discredited, and provide a framework and tools to help build better business ethics and corporate social responsibility. The volume aims to reveal that beyond the immediate economic effect, corruption can ruin entire countries by destabilizing key economic and political players, warping their vision for state development. Against the backdrop of global financial and ethical crises, the authors argue that integrity in business is a key component for long-term success. Integrity includes the ability to be consistent with one's moral values and principles and places society's wishes at the center of business decision-making. The cornerstone upon which a culture of integrity is built within a certain business is the ethics code. It explicitly states the values and principles to which a company adheres. The continuous promotion, support and communication of the ethics code stipulations provide the basis upon which integrity in business is built. Featuring case studies from countries such as Sweden, Great Britain and France and companies such Starbucks, Nike, PSEG, and Anglo-American PLC, this volume provides a comprehensive study of business integrity and social responsibility that will be of interest to students, scholars, professionals and policy-makers from around the world.

This book investigates the recent rise of the market-oriented value chain approach in development policy with a focus on the agro-export sector in the Global South. The research project aims at unveiling the political, social and cultural processes around the circulation of market rationales at the global scale and on the ground. In-depth analyses of two exemplary settings, Peru and Ghana, reveal the extent to which national policies, development programs, laws and academic curricula have adopted a "thinking in terms of value chains" in the last decade. By embracing the perspectives of policymakers, consultants, entrepreneurs and producers, this book provides exciting first-hand insights about the making of markets for scholars and development practitioners alike.

Provides both a client and supplier perspective of market research on customer satisfaction and loyalty Provides guidance on the practical tasks involved in the creation and running of a research project An essential guide that focuses on core skills linked to the burgeoning MRS training and qualifications programmes Written by an experienced practitioner Customer satisfaction and loyalty has been one of the largest areas of market research for the past twenty years, and interest in it continues to increase. Organizations today invest heavily in programmes designed to retain customers as they recognize the importance of having loyal, committed customers to sustain and increase company profits. Researching Customer Satisfaction and Loyalty is a vital guide to this expanding area. It examines how to research customer satisfaction from both a client and a supplier perspective, and how to get the best results from that research. The breadth of detail is exhaustive and topics covered include: the development of customer satisfaction and loyalty, management theories about it, qualitative and quantitative research, and how market research projects get commissioned.; The book also looks at

Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their self-empowerment. Building on previous research, informative appeals were expected to not only be most appealing, but also to aid consumers in making qualified and reasonable decisions, educating and "empowering" them by strengthening their beliefs in their own capabilities. A field study on three continents revealed mixed promotional messages to be most effective with regard to both ad evaluation and consumer self-empowerment.

This volume examines corruption and provides tools and that can be utilized to combat it and encourage development. Using Romania as a case study, the authors argue that corruption can be reduced via institutional reforms and effective civic education. Describing various causes and types of corruption, the authors explore the causes and influences that result in corruption and the current political and bureaucratic practices that inhibit social, political or economic reform. The nations of Europe, including Romania, have different civil traditions varying in their intensity, cultural heritage, scope of activity, religious or non-religious affiliation, among other factors. Western Europe has experienced over a century of modern government involvement crowding out the efforts of traditional civil society, while Romania, along with the other Eastern nations of the former Soviet bloc, experienced almost a half-century of systematic efforts by communist regimes to eradicate and control all spheres of voluntary, nongovernmental civil life. Moreover, the inexperience and immaturity of Romanian society in the early transition period after communism, particularly its so-called "entrepreneurial class," have discredited and abused the concept of civil society, utilizing it solely for tax benefits and selfish purposes. Having had to learn the hard way about some of the key aspects of public administration often taken for granted in other countries more experienced in democratic participation, Romania has most recently made significant progress toward overcoming corruption and implementing reforms and policies that will allow it to participate more fully in the global arena.

This volume focuses on the integration and globalization of Romania, a prominent emerging market in South-Eastern Europe and one of the major players in the securitization of the Black Sea and the Eastern European border, as both a part of NATO since 2004 and a fully integrated EU Member State since 2007. It will examine the challenges the country has faced in its progression from totalitarianism to democracy through several waves of reform intended to update and streamline its political and economic processes for success in the free-market capitalist arena. Having learned the hard way about some of the key aspects of public administration, Romania has learned a place for itself among the diverse global players of Europe and beyond. The first section reviews current perspectives on globalization and its impact in the late 20th century. It has "flattened" the Earth, generating better communication and exchanges than ever before, but also gathering a fair amount of criticisms from commentators seeing it as little else than neo-colonialism. Cooperative-administrative strategies are being suggested instead, in order for new public administration patterns to smoothly run in coordination with the globalized world. In the second section, the European Union is described as a complex multi-level socio-political entity, itself historically in turmoil over its own style of rule - e.g. hierarchy vs. coordination, integration vs. centralization, etc. - or even its own existence, as the European dream seemed to be losing steam with the general population of Europe several times in the previous century. Powers and responsibilities of the European institutions and agencies are also discussed. Thirdly, the recent history of Romania is approached from the Europeanization context, starting from its post-1989 days of confusion and of attempting to jumpstart democracy. Eventually, it has to undergo a series of reforms and internalize some principles fundamental to the EU in order for the much-awaited accession to occur and its multiple effects to start taking place. A country with a rich cultural heritage and straddling multiple socio-political axes, Romania has plenty more to offer in the new geostrategic, security and development contexts of the 21st-century Europe. As such, this volume provides inspiration for further research and practical application opportunities on topics of local, European and global significance.

This book addresses the challenges and subtleties behind marketing to women and confronts the idea that gender alone can be used as an indicator to target your market. Darroch provides practical insights into market segmentation and recommends a new approach that focuses on targeting human needs, not gender, in order to reach female customers.

Marketing to the 90s Generation is based on original research conducted by sociologists and psychologists on generational cohorts, how they come about, what defines them and what it means to society, its institutions and companies.

In Germany's Economic Renaissance, veteran European correspondent Jack Ewing of The International New York Times explains how a country with some of the highest labor and energy costs in the world beat the odds to become the third-largest exporter of manufactured goods, after China and the United States. Men and women who manage German companies both big and small explain how any company can behave like a multinational, as well as the secrets of conquering the high end of the market where quality is more important than price. Both informative and entertaining, filled with rich character studies, this book is essential reading for everyone wondering how to bring factories - and the jobs they provide - back to American shores.

Coping with Retail Giants critically analyzes the modern retail market and identifies how businesses gain the competitive edge over the major retailers that currently control the market. Dr. Samli argues that as society advances economically, consumers will seek better values generated by the retailing sector.

2019 AXIOM BUSINESS BOOK AWARD WINNER Featured in Forbes, NPR's Marketplace, and a Google Talk, The Customer Centricity Playbook offers "actionable insights to drive immediate value," according to Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google. How did global gaming company Electronic Arts go from being named "Worst Company in America" to clearing a billion dollars in profit? They discovered a simple truth-and acted on it: Not all customers are the same, regardless of how they appear on the surface. In The Customer Centricity Playbook, Wharton School professor Peter Fader and Wharton Interactive's executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer. Fader and Toms offer a 360-degree analysis of all the elements that support customer centricity within an organization. In this book, you will learn how to: Develop a customer-centric strategy for your organization Understand the right way to think about customer lifetime value (CLV) Finetune investments in customer acquisition, retention, and development tactics based on customer heterogeneity Foster a culture that sustains customer centricity, and also understand the link between CLV and market valuation Understand customer relationship management (CRM) systems, as they are a vital underpinning for all these areas through the valuable insights they provide Fader's first book, Customer Centricity, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage. In this new book, Fader and Toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value. "A must-read."-Aimee Johnson, Chief Marketing Officer, Zillow "The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction."-Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0 "Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders."-Susan Johnson, Chief Marketing Officer, SunTrust Banks

This book focuses on Indian manufacturing industries and analyses the impact of inward foreign direct investment on the domestic sector on the one hand, and exports and outward foreign direct investment by Indian companies on the other. Although the emphasis is mostly general, specific industries, such as the automotive industry or the wind energy sector are also explored. The differences between low and high technology industries are also addressed. In terms of theoretical setting and analysis, the book draws both from international business and industrial organization literature. The various characteristics of Indian industries, such as the determinants and impacts of R&D, the effects of spillovers, the drivers of productivity and technical efficiency are thoroughly researched employing appropriate quantitative methodologies that are relevant to the specific domain and topic under investigation. The book also focuses on the bearing of policy on promoting manufacturing industries in India and is therefore of interest to researchers, industrialists and policy makers alike.

Three important developments underscore the internationalization of R&D since the early 1990s. First, MNCs from North America, Europe and Japan have increased their cross-border investments in R&D. Second, the roles played by the overseas R&D facilities of these MNCs have evolved from primarily acting as "technology transfer agents from the parent company to the host country" to that of a "resource for the development of technologies for the local, regional, and world markets." Third, MNCs are beginning to integrate their research activities on a global scale and a number of MNCs have established global R&D networks. This volume sheds light on the internationalization of R&D for research and technology management and international business scholars, industrial R&D practitioners, and government policymakers. Drawing on contributions from North American, European, and Japanese researchers, the volume addresses the above-mentioned three key developments and related topics on the internationalization of R&D, including investment motivation, location decision, R&D networks, and the management and organization of R&D.