嶺東科技大學 |

[NT 42591] Language: 簡体中文

[NT 5635] Back

[NT 59884] Switch To: [NT 5556] Labeled | [NT 5559] MARC Mode | [NT 33762] ISBD

International marketing strategy : the country of origin effect on decision-making in practice

[NT 42944] Record Type:	[NT 1579] Language materials, printed : [NT 40817] monographic
[NT 47348] Title Information:	the country of origin effect on decision-making in practice
[NT 47261] Author:	PeganGiovanna,
[NT 47353] Alternative Intellectual Responsibility:	VianelliDonata,
[NT 47353] Alternative Intellectual Responsibility:	de LucaPatrizia,
[NT 47351] Place of Publication:	Cham, Switzerland
[NT 47263] Published:	Springer;
[NT 47352] Year of Publication:	c2020
[NT 47264] Description:	xiii, 188 p.ill. (some col.) : 24 cm.;
[NT 47298] Series:	International series in advanced management studies
[NT 47266] Subject:	Marketing research. -
[NT 47266] Subject:	Leadership. -
[NT 47266] Subject:	International business enterprises. -
[NT 51398] Summary:	Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers' assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.
[NT 50961] ISBN:	978-3-030-33590-8pbk.

International marketing strategy : the country of origin effect on decision-making in practice
Pegan, Giovanna

International marketing strategy : the country of origin effect on decision-making in practice / by Giovanna Pegan, Donata Vianelli, Patrizia de Luca - Cham, Switzerland : Springer, c2020. - xiii, 188 p. ; ill. (some col.) ; 24 cm.. - (International series in advanced management studies).
ISBN 978-3-030-33590-8
Marketing research.Leadership.International business enterprises.

Vianelli, Donata

International marketing strategy : the country of origin effect on decision-making in practice
LDR:01620nam a2200169 450 001 340016
005 20210419222126.0
010 1 $a 978-3-030-33590-8 $b pbk. $d NT$1500
100 $a 20210426d2020 k y0engy50 b
102 $a de
105 $a y z 001yy
200 1 $a International marketing strategy $e the country of origin effect on decision-making in practice $f by Giovanna Pegan, Donata Vianelli, Patrizia de Luca
210 $a Cham, Switzerland $d c2020 $c Springer
215 1 $a xiii, 188 p. $c ill. (some col.) $d 24 cm.
225 2 # $a International series in advanced management studies
330 $a Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers' assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.
606 # $a Marketing research. $3 52819
606 # $a Leadership. $3 30481
606 # $a International business enterprises. $3 21222
676 $a 658.049
700 1 $a Pegan $b Giovanna $3 412968
701 0 $a Vianelli $b Donata $3 412969
701 0 $a de Luca $b Patrizia $3 412970
801 0 $a tw $b 嶺東科技大學圖書館