This work provides an overview of the international dimensions of marketing, including international, foreign and multinational marketing, and discusses the key factors that define and influence international and domestic marketing.

This book is an attempt to explain to the layperson what contemporary economics is about. It starts on the assumption that most economics is just refined common sense and clearly explains the key ideas associated with each issue. All the main topics of academic economics are considered: the theory of individual choice, the labour market, the competition between firms, international trade, economic growth, the stock market, unemployment, and money. The general principles are sketched first without maths or diagrams, and then discussed in the context of topical problems such as the collapse of communism in Eastern Europe, the lack of development in the third-world countries, the contrast between market forces and the protection of the environment, showing how economics is not necessarily a dry academic pursuit.

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

This volume includes the full proceedings from the 1993 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, business-to-business marketing, international marketing, retailing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

This book unravels the how & why of advertising and places the industry in its social, historical & political context. Focusing on key debates, it explores the competitive practices & discourses which govern the industry & those who work in it.

Sonic branding, guerrilla marketing, celebrity endorsements, customer service excellence and multi-channel advertising are just some of the popular sales techniques that currently promote consumerism in contemporary capitalism. Considerable energy is devoted to encouraging consumers to desire new fashions, to celebrate 'good design', to have feelings for brands and to immerse themselves in sensory experiences, without worrying about the ethics of their practices. Work, Consumption and Capitalism looks at how consumption is produced by focusing on the multiple kinds of work that make consumption possible, from advertising creatives to fashion designers, from self-service checkouts to the hippest barista in the coolest coffee shop. The text encourages students to consider the place of consumerism in global capitalism to develop their own answers to the question: How is consumption made possible? This wide-ranging study of the relations between work, consumption and capitalism draws on interdisciplinary research in cultural and economic sociology, history, marketing studies and cultural studies. With research tasks and discussion questions at the end of each chapter and case studies throughout, it stands as an accessible introduction for students of sociology, business and management, media and communication, cultural policy and cultural studies. Listen to a podcast about the book.

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.