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Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China (Handel und Internationales Marketing Retailing and International Marketing) - Pennemann, Karin
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Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China (Handel und Internationales Marketing Retailing and International Marketing) - Livres de poche

2013, ISBN: 9783834944917

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ISBN: 9783834944917

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize a… Plus…

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Retail Internationalization in Emerging Countries: The Positioning of Global Retail Brands in China (Handel Und Internationales Marketing Retailing and International Marketing) - Livres de poche

2013

ISBN: 9783834944917

Springer Gabler, 2013. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Imag… Plus…

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Retail Internationalization in Emerging Countries The Positioning of Global Retail Brands in China - Livres de poche

2013, ISBN: 3834944912

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

ISBN: 9783834944917

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

The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.

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EAN (ISBN-13): 9783834944917
ISBN (ISBN-10): 3834944912
Version reliée
Livre de poche
Date de parution: 2013
Editeur: Springer Gabler
179 Pages
Poids: 0,265 kg
Langue: Englisch

Livre dans la base de données depuis 2009-01-30T01:43:14+01:00 (Zurich)
Page de détail modifiée en dernier sur 2024-03-08T02:08:11+01:00 (Zurich)
ISBN/EAN: 3834944912

ISBN - Autres types d'écriture:
3-8349-4491-2, 978-3-8349-4491-7
Autres types d'écriture et termes associés:
Auteur du livre: penn, karin
Titre du livre: handel handel, internationales marketing, positioning, brands, china emerging


Données de l'éditeur

Auteur: Karin Pennemann
Titre: Handel und Internationales Marketing Retailing and International Marketing; Retail Internationalization in Emerging Countries - The Positioning of Global Retail Brands in China
Editeur: Springer Gabler; Springer Fachmedien Wiesbaden GmbH
179 Pages
Date de parution: 2013-06-06
Wiesbaden; DE
Imprimé / Fabriqué en
Langue: Anglais
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

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