International Marketing Management

Green International Wine Marketing

The Banrock Station brand, owned by wine producer BRL Hardy, has been highly successful in the UK and USA, and in the Australian premium wine market. In part, success has arisen from the positive attributes of being a ‘new world’ wine, but the case study shows that it is branding as a ‘green’ wine that supports conservation activities that has given Banrock Station a distinctive edge. The exper...

Sports Management and Marketing

Marketing as Management Concept

Research on marketing and the enriching practices proved more conclusively that marketing is not just a set of specific activities. Marketing is above all contemporary management logic. Moreover, in order for marketing to develop as a business function (one of the many functions carried out by organizations) it has to be developed in terms of marketing management logic. What is more, the curren...

Critical success factors for international education marketing

This paper draws on the findings of a survey of 315 education institutions from Australia, Canada, New Zealand, the UK and the USA. Respondents were asked to rate their institutions’ overall performance on a series of 17 items that an examination of the literature and previous indepth interviews identified as being critical to the success of education institutions seeking to market themselves i...

Culture and International Marketing Mix Decisions

How does culture impinge affect international marketing mix decisions? This question is first dealt with through an assessment of the literature. Postulated or tested relations between cultural dimensions and each marketing mix variable are then presented. Concluding comments cover research issues and managerial implications. As most students of international marketing would agree, culture is a...