International Marketing in Practice

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Sprache: Englisch

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Beschreibung

International Marketing in Practice features select case studies relating to businesses from various markets and countries facing the challenges and decisions involved when undertaking international marketing.

Über den Autor

Véronique Boulocher-Passet, PhD is a Visting Lecturer at the School of Business and Law, University of Brighton, UK.

Inhaltsverzeichnis

Part 1: Choosing to Enter Foreign Markets 1. Airbnb in China: A Lesson in Deciding an International Market's Attractiveness 2. Laboratoire Astelia: Which Emerging Market(s) Should be the Priority for their Internationalization Efforts? 3. Hawkers: Which Latin American Market for the Development of the Born-global Start-up? Part 2: Choosing an Appropriate Entry Mode 4. Aux Merveilleux de Fred: Spreading French Patisserie Know-how Abroad 5. Click&Boat: The Airbnb of the Sea 6. Cabaïa: Expanding through Owned Stores to Conquer Germany? Part 3: Choosing to Adapt the Marketing Mix 7. Can Pret A Manger Balance British and Indian Palates? A Case Study of Market Adaptation 8. A Tale of How Standardization Strategy is not Panacea: Uniqlo's Journey in the US 9. Can a Creative, Arty and "Made in France" Advertising Campaign Help Sell Le Chocolat des Français Worldwide? Part 4: Leveraging the Country-of-Origin Effect 10. Made in Bordeaux: Region-of-Origin (ROO) and Country-of-Origin (COO) Strategies Applied to the Wine Industry. The Case of Château des Fougères 11. Using Country-of-Origin (COO) as an Internationalization Branding Strategy: L'Occitane au Brésil's Story

Details

Erscheinungsjahr:	2025
Fachbereich:	Allgemeines
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781032712918
ISBN-10:	1032712910
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Redaktion:	Boulocher-Passet, Véronique
Hersteller:	Routledge
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	246 x 174 x 8 mm
Von/Mit:	Véronique Boulocher-Passet
Erscheinungsdatum:	26.06.2025
Gewicht:	0,267 kg