Kategoria BISAC: Business & Economics >> International - Marketing

Understanding and appreciating the ethical dilemmas associated with business is an important dimension of marketing strategy. Increasingly, matters of corporate social responsibility are part of marketing's domain.

Ethics in Marketing contains 20 cases that deal with a variety of ethical issues such as questionable selling practices, exploitative advertising, counterfeiting, product safety, apparent bribery and channel conflict that companies face across the world. A hallmark of this book is its international dimension along with high-profile case studies that represent...

The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straightforward. Managers and customers normally make decisions "in-action" - i.e. as they grapple with critical problems on daily basis. As such, they tend to combine experience-based knowledge with intuition and analysis to inform their decisions. Their decision making processes become even more complex when their companies operate within international contexts.

It is therefore...

Everything you've ever learned about generating leads and growing your business is wrong.

Everything you've ever heard, everything you've ever tried, and everything you've ever done -- it's all wrong. We'll reveal the strategies you can immediately deploy that will enable you to out-think, out-market and out-sell your competition.

What we want to do in book is to teach you a system for marketing your business... to a point where it becomes instantly obvious to your prospects that they would be an idiot to do business with anyone other than you... at...

This book gives a comprehensive introduction to intercultural communication in the era of globalization. The reader is introduced to essential concepts in the field, different theories and methods of analysing communication, the importance of verbal and nonverbal languages for bringing about mutual understanding and, finally, the ethical challenges that arise.

The volume also has a practical aspect. The author discusses subjects such as handling encounters with people using foreign languages; incorporating different life styles and world views; the use of interpreters; non-familiar...

In this reality transactions take place on behavior platforms, some of which are for entertainment - Twitch, YouTube - and some which are service and retail platforms - Amazon, AliExpress,...

In this reality transactions take place on behavior platforms, some of which are for entertainment - Twitch, YouTube - and some which are service and retail platforms - Amazon, AliExpress,...

Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.