Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China (Handel und Internationales Marketing Retailing and International Marketing) - Livro de bolso

EAN (ISBN-13): 9783834944917
ISBN (ISBN-10): 3834944912
Livro de capa dura
Livro de bolso
Ano de publicação: 2013
Editor/Editora: Springer Gabler
179 Páginas
Peso: 0,265 kg
Língua: Englisch

Livro na base de dados desde 2009-01-30T00:43:14+00:00 (Lisbon)
Página de detalhes modificada pela última vez em 2024-03-08T01:08:11+00:00 (Lisbon)
Número ISBN/EAN: 3834944912

Número ISBN - Ortografia alternativa:
3-8349-4491-2, 978-3-8349-4491-7
Ortografia alternativa e termos de pesquisa relacionados:
Autor do livro: penn, karin
Título do livro: handel handel, internationales marketing, positioning, brands, china emerging

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Dados da editora

Autor: Karin Pennemann
Título: Handel und Internationales Marketing Retailing and International Marketing; Retail Internationalization in Emerging Countries - The Positioning of Global Retail Brands in China
Editora: Springer Gabler; Springer Fachmedien Wiesbaden GmbH
179 Páginas
Ano de publicação: 2013-06-06
Wiesbaden; DE
Impresso / Feito em
Língua: Inglês
53,49 € (DE)
54,99 € (AT)
59,00 CHF (CH)
POD
XIX, 179 p. 18 illus.

BC; Hardcover, Softcover / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Verstehen; Marketing; EA

Retail firms have internationalized aggressively, first into developed countries and then into developing countries. Doing business in emerging countries offers growth opportunities, but also holds some uncertainties due to the lack of knowledge on whether international retailers can succeed with a global brand in business that was originally local. To expand on this issue, Karin Pennemann discusses successful positioning options for retail brands in the context of emerging countries and draws implications for retailers’ international brand management. Her research identifies the importance of perceived brand globalness, the underlying value creation process, and the relevance of cultural differences in international retail brand management.  Contents ·         Internationalization of Retail Firms in Emerging Countries  ·         Meaning, Importance, and Value Creation Process of Perceived Brand Globalness as a Retailer’s Tool for Success in Emerging Countries ·         International Retail Brand Management  Target Groups·         Academics and students of business administration with a focus on international marketing and management  ·         Managers of retail and service firms, as well as international marketing managers  The AuthorDr. Karin Pennemann gained her doctoral degree at the Institute for Marketing and Retailing of Trier University. Her work was acknowledged by the American Marketing Association. She works in the strategy development department of a leading international company.  The EditorsThe series Handel und Internationales Marketing/Retailing and International Marketing is edited by Prof. Dr. Bernhard Swoboda and Prof. Dr. Thomas Foscht. 
Publication in the field of economic sciences Includes supplementary material: sn.pub/extras