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This book is a compilation of chapters that discuss the most vital concepts and emerging trends in the field of international marketing management. As it is an ever growing field that has undergone rapid development over the past few decades, this book will trace…
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In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the…

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M. Shahid Alam presents an analysis of the evolution of global disparities that goes beyond the earlier neo-Marxist critiques of global capitalism. He inserts two additional asymmetries into the global economy--those created by "unequal races" and unequal states.…

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As shopping has been transformed from a chore into a major source of hedonistic pleasure, a specifically Russian consumer culture has begun to emerge that is unlike any other. This book examines the many different facets of consumption in today¿s Russia,…

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The role of advertising in everyday life and as a major employer in post-industrial economies is intimately bound up with processes of contemporary globalization. At centre of the advertising industry are the global advertising agencies which have an important…

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Today, most Americans take for granted that China will be the next global superpower. But despite the nation's growing influence, the average Chinese person is still a mystery - or, at best, a baffling set of seeming contradictions - to Westerners who expect the…
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Why is it important to conduct research on the psychology of the Asian consumer? What research themes have already emerged? What are the relevant theories and practical applications based on this research? These are some of the questions and issues addressed in…
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Places depend on their reputations for almost everything in the modern world: tourism, foreign investment, the respect and interest of the international media, attracting talented immigrants and students, cultural exchanges, engaging peacefully and productively…

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The International Brand Valuation Manual is a detailed and extensive review of the main brand valuation models. The book reveals the state of the art in the field of brand valuation and coherently relates major trends in the theory and practice of brand…

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Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and…
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Creativity isn’t an occupation; it’s a preoccupation. It is challenge for everyone in the modern world—from business and advertising to education and beyond. Here, the world-famous advertising creative John Hegarty offers a pocket bible of…