| 書(shū)目名稱(chēng) | Emerging Issues in Global Marketing | | 副標(biāo)題 | A Shifting Paradigm | | 編輯 | James Agarwal,Terry Wu | | 視頻video | http://file.papertrans.cn/309/308284/308284.mp4 | | 概述 | Highlights emerging marketing theories and frameworks in the context of emerging economies.Focuses on contemporary shifts in global markets, institutions, and policies, as well as emerging threats and | | 圖書(shū)封面 |  | | 描述 | .This book examines emerging theories, frameworks, and applications of global marketing for the 21st century. It highlights how global marketing is changing in a globalized and digital economy that is fast increasing in complexity and uncertainty. The traditional approach to global marketing is no longer sufficient to address the emerging issues in global markets. Global companies need to challenge traditional assumptions in global marketing in an era of shifting political, cultural, economic, and technological changes. They need to take a fresh look at the contemporary threats and opportunities in markets, institutions, and technology and how they affect entry and expansion strategies through careful re-calibration of the marketing-mix. This book offers new insights for global marketing that addresses these issues. This book should be an ideal resource to both academic scholars and reflective practitioners globally such as CEOs and chief marketing officers as well as government officials and policy makers interested in formulating strategies/policies for global marketing activities in the face of a globalized and digitized economy...This well-crafted research volume is an excellen | | 出版日期 | Book 2018 | | 關(guān)鍵詞 | Analytics; Big Data; Emerging Markets; Global Entry Strategy; Globalization; Global Innovation; Global Mar | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-319-74129-1 | | isbn_softcover | 978-3-030-08922-1 | | isbn_ebook | 978-3-319-74129-1 | | copyright | Springer International Publishing AG, part of Springer Nature 2018 |
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