Contemporary Euromarketing
Contemporary Euromarketing

Author: Jorma Larimo

Publisher: Routledge

Published: 2018-10-24

Total Pages: 328

ISBN-13: 1317960238

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Discover how European firms operate in the global marketplace Contemporary Euromarketing examines the strategies of small and medium-sized firms that sell their products and services in international markets, with a special focus on international new ventures (INV) and born globals (BG). Academics and researchers working in Finland, Spain, Denmark, Italy, France, Portugal, and the Czech Republic analyze both outward and inward types of operations, foreign sourcing, and foreign partner selection. The book also addresses international counterfeiting and the impact of culture on advertising related issues. Contemporary Euromarketing includes results of surveys and interviews with more than 1,000 European companies and case studies of software firms, export circles, and print media to present analytical insights on the internal and external aspect of marketing in the European Union. This unique book examines the vital issues facing European markets and marketing systems in dealing with global economics, including inter- and intra-trade activities, export behavior, marketing strategies and practices, marketing implications of strategic alliances, public sector marketing, comparative marketing systems, buyer-seller interactions, and business customs and practices among European countries. Topics examined in Contemporary Euromarketing include: a conceptual growth model with typical starting points, pathways, and outcomes of international growth whether partner commitment to export cooperation leads to a higher degree of success differences in international development of INVs and how/why differences are manifested the relationship between export intensity and different types of performance by structural equation modeling (SEM) analysis description of the stages of the internationalization process and its link to performance international sourcing as an entrepreneurial act the relationship between partner selection and international joint venture (IJV) performance differences and similarities between magazine advertisements in France and the Czech Republic the effects of provocative advertising imagery on consumers’ attitudes toward product factors that attract international counterfeiting to the European Union and much more! Contemporary Euromarketing is an essential resource for practitioners, academics, and policymakers involved in the European Union’s growing role in the global marketplace.

Chosen Legacies
Chosen Legacies

Author: Linde Egberts

Publisher: Routledge

Published: 2017-07-14

Total Pages: 231

ISBN-13: 1317166833

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The urge for regional identity has not declined in the process of globalization. Rather, heritage is used to develop regional distinctiveness and to charge identities with a past. Particularly helpful for this aim are creation stories, Golden Ages or recent, shared traumas. Some themes such as the Roman era or the Second World War appear easier to appropriate than, for example, prehistory. This book assesses the role of heritage in the construction of regional identities in Western Europe. It contains case studies on early medieval heritage in Alsace and Euregio-Meuse Rhine, industrial heritage in the German Ruhr area and competing memories in the Arnhem-Nijmegen region in the Netherlands. It presents new insights into the process of heritage production on a regional level in relationship to processes of identity construction. The theoretical analysis of "heritage" and "regional identity" is innovative as these concepts were hardly analysed in relation to each other before. This book also offers insights into policy, tourism, spatial development and regional development to policymakers, politicians, designers and professionals in the heritage and tourism industries.

Marketing Issues in Western Europe
Marketing Issues in Western Europe

Author: Erdener Kaynak

Publisher: Routledge

Published: 2012-11-12

Total Pages: 186

ISBN-13: 1136437592

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Be prepared for the differences in marketing across European borders! Europe is not a uniform market. Each country is comprised of differing marketing systems of varying importance. Marketing Issues in Western Europe: Changes and Developments clears the fog from marketing practices and strategic issues for this crucial area of the business world. This detailed examination of Western European industries and marketing practices not only clearly explores the shifting trends within the countries described, but can also be seen as a bellwether for neighboring regions on the continent. Respected international experts provide an up-to-date inside look at what the pressing concerns are and what unique strategies work for business in various sectors. The European Union’s birth can be traced back to 1951 when six countries of Western Europe banded together to form what was then known as the European Coal and Steel Community. Since then, Western Europe has played a significant role as the nucleus for the important marketing trends and industry changes for the entire EU. Marketing Issues in Western Europe: Changes and Developments provides conceptual frameworks, illustrative case studies, deep analytical insights into marketing issues, detailed empirical data, and thoughtful propositions for future testing. International business researchers, business and marketing consultants, developmental agencies, and companies prospectively interested in investment will find this book to be crucial for making decisions involving marketing in the countries of the EU or the rest of the continent. Chapters are richly referenced, and several include tables and charts to clearly illustrate data. Marketing Issues in Western Europe: Changes and Developments includes: a thought-provoking look at the multidimensional state of marketing in Western Europe a probing appraisal of Pan-European marketing with a proposed conceptual framework a review of the marketing consequences of internal market unification an exploratory study of marketing practice and market orientation a penetrating look at the role of domestic animosity in consumer choice detailed research describing price strategy in the EU an exploration of the impact of fear appeal in a cross-cultural context and more! Marketing Issues in Western Europe: Changes and Developments is a probing examination of the dynamic marketing developments in Western European countries to give you the insight needed to effectively prepare for the future.

Advances in Human Dynamics for the Development of Contemporary Societies
Advances in Human Dynamics for the Development of Contemporary Societies

Author: Daniel Raposo, Nuno Martins and Daniel Brandão

Publisher: AHFE International

Published: 2022-07-24

Total Pages: 509

ISBN-13: 195865101X

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Advances in Human Dynamics for the Development of Contemporary Societies Proceedings of the 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022), July 24–28, 2022, New York, USA

Euromarketing
Euromarketing

Author: Erdener Kaynak

Publisher: Psychology Press

Published: 1994

Total Pages: 404

ISBN-13: 9781560244271

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Euromarketing: Effective Strategies for International Trade and Export increases understanding of the strategic aspects of international marketing in Europe and highlights the past, present, and future of European marketing. Although a substantial body of literature is available on the marketing behavior and practices of business in the international context, strategic planning aspects of international marketing have not been studied adequately. Euromarketing: Effective Strategies for International Trade and Export focuses on marketing studies of specific regions to provide international managers with insights into their international marketing performance. This book presents the results of comparative studies conducted among countries of Europe and contrasts the results and managerial implications with those obtained by international marketing scholars and practitioners elsewhere. The European community is going to play an extremely important role in the coming global business arena. Multinational corporations, government agencies, professors, researchers, and students can seek out opportunities in the new European market once they have updated their knowledge of how this market may function. The topics covered in Euromarketing provide for this knowledge with new data and insight on: Consumer Issues: Single Market and its Implications Export Behavior of European Firms Internationalization of European Firms Retailing Practices in European Countries Country Examples of European Distribution Channels Comparative Advertising Practices Internationalization of Scandinavian Firms Export Marketing Managerial Implications The restructuring of European industries has begun and will accelerate at a faster pace in the coming years. We have witnessed occurrences of several mergers and acquisitions. We are seeing the powerful presence of public sector enterprises and their procurement practices favoring local and European supplies. Euromarketing: Effective Strategies for International Trade and Export increases our understanding of international marketing in Europe by soliciting significant, analytical contributions from subject and country specialists.