International Marketing
نویسندگان
چکیده
منابع مشابه
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...
متن کاملCritical 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...
متن کاملCulture 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...
متن کاملAnalysing textual data in international marketing research
Purpose – To provide guidance for the formalised analysis of qualitative data and observations, to raise awareness about systematic analysis and illustrate promising avenues for the application of qualitative methodologies in international marketing research. Design/methodology/approach – Conceptually, the nature of qualitative research, globalisation and its implications for the research lands...
متن کاملA Contingency Approach to Marketing Mix Adaptation and Performance in International Marketing Relationships*
In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. A survey of over 5...
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ژورنال
عنوان ژورنال: Vikalpa: The Journal for Decision Makers
سال: 1978
ISSN: 0256-0909,2395-3799
DOI: 10.1177/0256090919780206