Marketing Strategies for the New Europe : a North American perspective on 1992

202p.; 23cm

Market:?np, hiph technology. By William L. Shanklin John K. Ryans, jr.

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International Marketing: Modern and Classic Papers

This authoritative three-volume collection presents the most important articles and papers published during the last thirty years. It includes both classic articles as well as cutting edge papers from the new breed of top researchers informed by theoretical rigour and using the most up-to-date research methodologies. International Marketing: Modern and Classic Papers is a major three volume work with the material being divided into twenty sections, each part seeking to achieve a balance between the conceptual and the empirical, the explanatory and the exploratory. It will be essential reading for both scholars, researchers, graduate students and practitioners grappling with the complexities of marketing in the new globalised world

World marketing : a multinational approach

xi, 391 p. ; 24 cm

Organizing global communications to minimize private spill-over damage to brand equity

Should Multinationals be wary of the threat to their brand equity posed by their distributors, suppliers, advertising agencies or alliance partners? The firm's own corporate communication actions often create sufficient problems, if they are left unchecked. Now, the spectrum is raised regarding the impact a partner's bad publicity over building a rain forest depleting dam or refusal to recall a malfunctioning microprocessor may have on your own brand equity. Steps are offered as a solution.

Attitudes Toward Advertising: A Multinational Study

Advertising is emerging as one of the most controversial functions of business. This study surveys an international sample of consumerists, students, academicians, and managers to determine differences in their attitudes toward advertising. The strongest differences exist between managers and consumerists.© 1982 JIBS. Journal of International Business Studies (1982) 13, 121–129

Process Standardization across Intra- and Inter-Cultural Relationships

Theory suggests that culture may hinder the ability to effectively standardize the process of relationship development strategies across intra- and inter-cultural relationships. Construct relationships between trust, commitment, conflict and satisfaction in manufacturer-distributor relationships are examined intra- (i.e., within a single cultural type) and inter-culturally (i.e., between different cultural types) with a sample of distributors from Canada, Chile, Mexico and the United States. Results support theoretical differences in the consequences of the trust-commitment relationship between intra-cultural and inter-cultural relationships. The results suggest process standardization based upon cultural type.© 2000 JIBS. Journal of International Business Studies (2000) 31, 303–324