Name: International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice (en Inglés)
Price: 372.81 PEN
Availability: InStock
Author: Pegan, Giovanna ; Vianelli, Donata ; de Luca, Patrizia
ISBN: 9783030335878

portada International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice (en Inglés)

Formato

Libro Físico

Autor

Editorial

Idioma

Inglés

N° páginas

188

Encuadernación

Tapa Dura

Dimensiones

23.4 x 15.6 x 1.3 cm

Peso

0.46 kg.

ISBN13

9783030335878

Categorías

Economía internacional
Técnicas de gestión empresarial
Investigación de mercado

International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice (en Inglés)

Giovanna Pegan (Autor) · Donata Vianelli (Autor) · Patrizia de Luca (Autor) · Springer · Tapa Dura

Libro Físico

S/ 372,81

S/ 745,61

Ahorras: S/ 372,81

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Envío normal

Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "International Marketing Strategy: The Country of Origin Effect on Decision-Making in Practice (en Inglés)"

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.