Research Handbook on Export Marketing

Research Handbook on Export Marketing
Title Research Handbook on Export Marketing PDF eBook
Author Craig C. Julian
Publisher Edward Elgar Publishing
Pages 449
Release 2014-12-31
Genre Business & Economics
ISBN 1781954399

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The Research Handbook on Export Marketing profiles the main theoretical frameworks used in export marketing, the contingency approach; the eclectic paradigm; industrial organization approach; resource-based view and relational exchange theory. Through

Handbook of Research in International Marketing

Handbook of Research in International Marketing
Title Handbook of Research in International Marketing PDF eBook
Author Subhash C. Jain
Publisher Edward Elgar Publishing
Pages 433
Release 2011
Genre Business & Economics
ISBN 1849806128

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The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future. The authors, top scholars from around the world, provide useful theoretical insights designed to stimulate contemplation and discussion, and to provide guidelines for future research on international marketing. The volume includes coverage of topics in four main areas: Part I looks at global branding while Part II examines issues of marketing strategy on a world stage. Part III offers chapters on cultural issues and the book closes with a more detailed look at marketing at the bottom of the pyramid in Part IV. Scholars and students in marketing and international business will find much of value in this comprehensive volume.

Handbook of Marketing Strategy

Handbook of Marketing Strategy
Title Handbook of Marketing Strategy PDF eBook
Author Venkatesh Shankar
Publisher Edward Elgar Publishing
Pages 529
Release 2012
Genre Business & Economics
ISBN 1781005222

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This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.

Research Handbook on Trade in Services

Research Handbook on Trade in Services
Title Research Handbook on Trade in Services PDF eBook
Author Pierre Sauvé
Publisher Edward Elgar Publishing
Pages 647
Release 2016-09-30
Genre Business & Economics
ISBN 1783478063

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This Research Handbook explores the latest frontiers in services trade by drawing on insights from empirical economics, law and global political economy. The world’s foremost experts take stock of the learning done to date in services trade, explore policy questions bedevilling analysts and direct attention to a host of issues, old and new, confronting those interested in the service economy and its rising salience in cross-border exchange. The Handbook’s 22 chapters shed informed analytical light on a subject matter whose substantive remit continues to be shaped by rapid evolutions in technology, data gathering, market structures, consumer preferences, approaches to regulation and by ongoing shifts in the frontier between the market and the state.

Handbook of Market Research

Handbook of Market Research
Title Handbook of Market Research PDF eBook
Author Christian Homburg
Publisher Springer
Pages 0
Release 2021-12-03
Genre Business & Economics
ISBN 9783319574110

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In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.

Handbook of Marketing Decision Models

Handbook of Marketing Decision Models
Title Handbook of Marketing Decision Models PDF eBook
Author Berend Wierenga
Publisher Springer Science & Business Media
Pages 621
Release 2008-09-05
Genre Business & Economics
ISBN 0387782133

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Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

The Handbook of Marketing Research

The Handbook of Marketing Research
Title The Handbook of Marketing Research PDF eBook
Author Rajiv Grover
Publisher SAGE
Pages 721
Release 2006-06-23
Genre Business & Economics
ISBN 141290997X

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The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.