Cultural Perspectives in a Global Marketplace Proceedings of the 2010 Cultural Perspectives in Marketing Conference /

This volume includes the full proceedings from the 2010 Cultural Perspectives in Marketing Conference held in Lille, France with the theme Cultural Perspectives in a Global Marketplace. This volume presents papers on various topics including marketing management, marketing strategy, and consumer beh...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor Corporativo: SpringerLink (Online service)
Otros Autores: Sharma, Dheeraj (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Cham : Springer International Publishing : Imprint: Springer, 2016.
Edición:1st ed. 2016.
Colección:Developments in Marketing Science: Proceedings of the Academy of Marketing Science,
Temas:
Marketing.
Strategic planning.
Leadership.
Sales management.
Business Strategy and Leadership.
Sales and Distribution.
Acceso en línea:Texto Completo
Tabla de Contenidos:
  • Session 1.1: Cultures, Regions, and Identity
  • Session 1.2: Cross-Cultural Ethics and Social Responsibility
  • Session 2.1: Marketing Strategy and Performance
  • Session 3.1: Consumer Behavior across Cultures (I)
  • Session 3.2: Business-to-Business Marketing across Cultures
  • Session 4.1: Cross-Cultural Research Methodology
  • Session 4.2: Marketing of Services across Cultures
  • Session 4.3: Business-to-Business Marketing across Cultures
  • Session 5.1: Product Management across Cultures: Selected Issues
  • Session 5.3: Pedagogical Topics (I)
  • Session 6.1: Consumer Behavior across Cultures (II)
  • Session 6.2: Special Session: trust in exchange dyads
  • Session 6.3: Pedagogical Topics (II)
  • Session 7.1: Global Brands and Brand Equity
  • Session 7.2: Country-of-Origin and E-Loyalty
  • Session 8.1: Professional Topics
  • Session 8.2: Special Session: International Cultural Issues in Pricing Strategy
  • Session 8.3: Cross-Cultural Integrated Marketing Communications
  • Session 9.1: Culture and Brand Personality
  • Session 9.2: Some Important Effects of Globalization on Advertising and the Advertising Industry in French Speaking Nations
  • Session 9.3: Consumer Behavior across Cultures (IV)
  • Session 10.1: Marketing Education across Cultures
  • Session 11.1: Consumer Behavior across Cultures (III)
  • Session 11.2: Social, Complaining and Not-for-Profit Marketing
  • Session 11.3: Travel and Tourism Marketing (I)
  • Session 12.1: Travel and Tourism Marketing (II)
  • Session 12.2: Culture and Marketing Strategy.

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