European Advertising Strategies
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European Advertising Strategies
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Author : Rein Rijkens
language : en
Publisher: Weidenfeld & Nicolson
Release Date : 1992
European Advertising Strategies written by Rein Rijkens and has been published by Weidenfeld & Nicolson this book supported file pdf, txt, epub, kindle and other format this book has been release on 1992 with Business & Economics categories.
Looking to 1992 and beyond, many companies are studying the means to take advantage of the opportunities offered by a unified European market. The book provides insights through an examination of 13 international companies operating 15 brands.
European Advertising Strategies
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Author : Rein Rijkens
language : en
Publisher:
Release Date : 1991-10
European Advertising Strategies written by Rein Rijkens and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1991-10 with Advertising categories.
International Strategic Marketing
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Author : Marilyn A. Stone
language : en
Publisher: Psychology Press
Release Date : 2004
International Strategic Marketing written by Marilyn A. Stone and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
This comprehensive text provides an in-depth appreciation of the theory and practice of international marketing from a European perspective, while considering the role of Europe within global marketing.
Marketing Strategies For Central And Eastern Europe
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Author : Stewart Arnold
language : en
Publisher: Routledge
Release Date : 2020-09-10
Marketing Strategies For Central And Eastern Europe written by Stewart Arnold and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-10 with Religion categories.
This title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.
Euromarketing
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Author : Erdener Kaynak
language : en
Publisher: Psychology Press
Release Date : 1994
Euromarketing written by Erdener Kaynak and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Business & Economics categories.
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.
Advertising In Europe Advertising As Communication The World Of Advertising
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Author : Silke Tischendorf
language : en
Publisher: GRIN Verlag
Release Date : 2003-09-08
Advertising In Europe Advertising As Communication The World Of Advertising written by Silke Tischendorf and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-09-08 with Business & Economics categories.
Essay from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7 (A-), University of Applied Sciences Worms (European Business Management), course: European Studies, language: English, abstract: For many years, beauty has been used as a marketing and advertising tool. In this essay I would like to explore the meaning and use of beauty in advertising, what the aesthetic function of advertising means and how it is related to the persuasive function and the perlocutionary effect. Advertising uses beauty as a communication tool to increase interest in a company’s product or service through making it aspirational. The prevalence of attractive models in advertising testifies to the general belief concerning their efficacy as a vehicle of promotion. Attractive models might be effective in altering individual’s impressions of products. Beauty can infer personal characteristics, abilities and motivations which can support the promotion of various products. The aesthetic criteria remain centrally relevant to many advertising decisions. Many products have aesthetic components, most often by conscious design. In fact, countless products are differentiated from others only on the basis of aesthetic criteria. This implies that aesthetic elements form important dimensions for information processing and attitude formation. Sometimes aesthetic motives may dominate, or even overwhelm utilitarian motives, meaning that sometimes aesthetic attributes may be determining factors in consumer choice. Beauty in terms of advertising is defined by adjectives such as attractive, good-looking, classy, sexy, elegant and pretty. Things are perceived to be beautiful depends on the person you ask, because judgment of beauty is non-cognitive and is the pure feeling of the observer (‘beauty lies in the eye of the beholder’). If somebody thinks that the product or person in the ad has features that fit my sense of beauty then this could lead to the perlocutionary effect. [...]
International Marketing Management
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Author : Mario Glowik
language : en
Publisher: Walter de Gruyter
Release Date : 2012-09-18
International Marketing Management written by Mario Glowik and has been published by Walter de Gruyter this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-18 with Business & Economics categories.
In recent decades, against the background of integrated global trade patterns, the complexity of international marketing and management has increased enormously. Accordingly, the momentum of business opportunities and challenges has accelerated, and a firm has to continuously evaluate its market environment in order to make adjustments that reflect the firm’s individual strengths and weaknesses. This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication. Overall, the authors' intention is to combine the newest theoretical concepts with pragmatic decisions made by firms. The book is particularly suitable for undergraduate and graduate students taking courses in international marketing, strategic and cultural management. Executives and practitioners involved in business can take fundamental and updated knowledge from this publication, which hopefully will improve their competitive positions against their rivals in the global arena.
Marketing Strategies For The New Europe
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Author : John K. Ryans
language : en
Publisher:
Release Date : 1990
Marketing Strategies For The New Europe written by John K. Ryans and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Business & Economics categories.
Strategic Marketing
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Author : Jean-Jacques Lambin
language : en
Publisher: McGraw-Hill Companies
Release Date : 1993
Strategic Marketing written by Jean-Jacques Lambin and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.
Competitive Marketing Strategy For Europe
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Author : Linden Brown
language : en
Publisher:
Release Date : 1994
Competitive Marketing Strategy For Europe written by Linden Brown and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Competition categories.
Competitive Marketing Strategy for Europe is unique in its application of strategy concepts to European business. It studies the competitive positions of companies and shows how those positions can be changed through successfully applying the concepts of marketing strategy. Written for the strategist, both student and manager, Competitive Marketing Strategy for Europe identifies strategic issues attached to a range of competitive situations in case studies of more than 20 European firms. It evaluates in detail successful and failed strategies from a variety of industries.