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Marketing in Culturally Distant Countries - Managing the 4Ps in Cross-Cultural Contexts (Hardcover, 1st ed. 2022): Giovanna... Marketing in Culturally Distant Countries - Managing the 4Ps in Cross-Cultural Contexts (Hardcover, 1st ed. 2022)
Giovanna Magnani
R3,032 Discovery Miles 30 320 Ships in 10 - 15 working days

The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in "distant" countries, especially considering the role played by cultural distance. Building on the famous McCarthy's "4Ps," and on the concept of "cultural distance," the book outlines some key challenges and opportunities for firms that manage international marketing policies about "product," "price," "place," and "promotion" in culturally distant markets. At the same time, the book looks at extant conceptualizations and approaches considering the evolving environmental forces, which are contributing to further challenges for firms that are confronted with changing economic and social scenarios. Indeed, markets and societies are increasingly affected by multiculturalism, and new patterns in consumers' behaviors have emerged due to the proliferation of digital technologies and, more recently, due to several market disruptions such as the COVID-19 pandemic. How do firms manage culturally distant and increasingly evolving cultural environments is a relevant topic worthy of discussion from both a theoretical perspective and a practice-based approach, through the analysis of real-world case studies. Researchers of cross-cultural marketing and practitioners intending to get acquainted with the latest research on the topic would particularly benefit from this book.

International Entrepreneurship - Theoretical Foundations and Practices; Second Edition (Paperback, 2nd ed. 2016): Antonella... International Entrepreneurship - Theoretical Foundations and Practices; Second Edition (Paperback, 2nd ed. 2016)
Antonella Zucchella, Giovanna Magnani
R2,755 Discovery Miles 27 550 Ships in 10 - 15 working days

Over the past two decades international entrepreneurship has become a key issue in international business studies. This second edition of International Entrepreneurship examines this key emerging issue from its foundations; entrepreneurship, strategic management and international business studies. The book proposes an integrated interpretive framework in which to place international entrepreneurship, examining both theoretical and practical interests. It asserts that firms faced by global competitive pressures need to develop proactive and innovative responses to cope with the uncertainties of international markets and instead capture the opportunities. This book presents a common framework to complement the growing contributions to this topical and lively subject.

International Entrepreneurship - Theoretical Foundations and Practices; Second Edition (Hardcover, 2nd ed. 2016): Antonella... International Entrepreneurship - Theoretical Foundations and Practices; Second Edition (Hardcover, 2nd ed. 2016)
Antonella Zucchella, Giovanna Magnani
R3,301 Discovery Miles 33 010 Ships in 12 - 17 working days

Over the past two decades international entrepreneurship has become a key issue in international business studies. This second edition of International Entrepreneurship examines this key emerging issue from its foundations; entrepreneurship, strategic management and international business studies. The book proposes an integrated interpretive framework in which to place international entrepreneurship, examining both theoretical and practical interests. It asserts that firms faced by global competitive pressures need to develop proactive and innovative responses to cope with the uncertainties of international markets and instead capture the opportunities. This book presents a common framework to complement the growing contributions to this topical and lively subject.

Marketing in Culturally Distant Countries - Managing the 4Ps in Cross-Cultural Contexts (1st ed. 2022): Giovanna Magnani Marketing in Culturally Distant Countries - Managing the 4Ps in Cross-Cultural Contexts (1st ed. 2022)
Giovanna Magnani
R3,001 Discovery Miles 30 010 Ships in 10 - 15 working days

The aim of this book is to offer up-to-date insights into the challenges for international firms represented by managing their marketing mix in “distant” countries, especially considering the role played by cultural distance. Building on the famous McCarthy’s “4Ps,” and on the concept of “cultural distance,” the book outlines some key challenges and opportunities for firms that manage international marketing policies about “product,” “price,” “place,” and “promotion” in culturally distant markets. At the same time, the book looks at extant conceptualizations and approaches considering the evolving environmental forces, which are contributing to further challenges for firms that are confronted with changing economic and social scenarios. Indeed, markets and societies are increasingly affected by multiculturalism, and new patterns in consumers’ behaviors have emerged due to the proliferation of digital technologies and, more recently, due to several market disruptions such as the COVID-19 pandemic. How do firms manage culturally distant and increasingly evolving cultural environments is a relevant topic worthy of discussion from both a theoretical perspective and a practice-based approach, through the analysis of real-world case studies. Researchers of cross-cultural marketing and practitioners intending to get acquainted with the latest research on the topic would particularly benefit from this book.

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