Globalization Of Consumer Markets
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| Author | : Erdener Kaynak |
| Publisher | : Routledge |
| Total Pages | : 356 |
| Release | : 2014-02-04 |
| Genre | : Business & Economics |
| ISBN | : 1317939905 |
The concepts, strategic frameworks, and cases in Globalization of Consumer Markets provide managers of global firms with new ideas for growth and keep them current with state-of-the-art global marketing strategies and management tools. With an increased understanding of the structure of today’s consumer markets, readers will find they have the key to success and survival in the global marketplace. The contributing authors present managerially oriented chapters, each of which is based on research or practical experience. These are designed to advance the reader’s knowledge of the globalizing consumer market. Focused around structure--how consumer markets on a global scale are being shaped--and strategy--successful methods necessary to global competitive marketing and how these strategies work--are the two main themes around which the book is organized. To further enable marketing professionals’success in the global marketplace, Globalization of Consumer Markets details actual strategies, action programs for competitive management, and exemplary cases. There are new ideas from expert marketers on opportunities for growth in the global marketplace and, most importantly, state-of-the-art marketing strategies and management tools. For professional marketers, this book is a must for prosperity in marketing consumer products and services on a global level. This is an ideal book for professional education in marketing of consumer products and services on a global level. Professionals will find a progression of chapters taking them through degree of globalization; market behavior and development; standardization of marketing programs and processes; managerial implications; and extensive references for further study.
| Author | : Gary G. Hamilton |
| Publisher | : Oxford University Press |
| Total Pages | : 381 |
| Release | : 2011-02-24 |
| Genre | : Business & Economics |
| ISBN | : 0199590176 |
The huge expansion of new marketplaces and new retailers over the last fifty years has created a retail revolution.These large and globally sophisticated retailers have harnessed the new technologies in communications and logistics to build consumer markets around the world and to create suppliers, new types of manufacturers, that provide consumers with whatever goods they want to buy. These global retailers are at the hub of the new global economy. They are the new Market Makers, and they have changed the way the global economy works. Despite the fact that this retail revolution unfolded right before our eyes, this book is the first to describe the market-making capabilities of these retailers. In eleven chapters by leading scholars, The Market Makers provides a detailed and highly readable analysis of how retailers have become the leading drivers of the new global economy.
| Author | : John A. Quelch |
| Publisher | : John Wiley & Sons |
| Total Pages | : 434 |
| Release | : 2004-05-18 |
| Genre | : Business & Economics |
| ISBN | : 0787974390 |
The twin forces of ideological change and the technology revolution make globalization the single most important issue facing executives today. But many companies who have developed a presence in the global market now face the challenges inherent in creating a multinational presence with the demands of the "unglobal consumer" who does not have a "one size fits all" need. Here, HBS Professors John Quelch and Deshpande bring together 13 Harvard Business School professors to discuss these and other problems and benefits encountered by executives in global markets. Topics to be discussed include: operating costs of global advertising and marketing services, global product standards; managing global supply chains; global account management; global brands; global knowledge sharing and performance drivers; managing global customers; and social marketing for global economic development.
| Author | : Gary G. Hamilton |
| Publisher | : Oxford University Press |
| Total Pages | : |
| Release | : 2012-08-02 |
| Genre | : Business & Economics |
| ISBN | : 0191629413 |
The huge expansion of new marketplaces and new retailers over the last fifty years has created a retail revolution. These large and globally sophisticated retailers have harnessed the new technologies in communications and logistics to build consumer markets around the world and to create suppliers, new types of manufacturers, that provide consumers with whatever goods they want to buy. These global retailers are at the hub of the new global economy. They are the new Market Makers, and they have changed the way the global economy works. Despite the fact that this retail revolution unfolded right before our eyes, this book is the first to describe the market-making capabilities of these retailers. In eleven chapters by leading scholars, The Market Makers provides a detailed and highly readable analysis of how retailers have become the leading drivers of the new global economy.
| Author | : Francesca Bradaschia |
| Publisher | : GRIN Verlag |
| Total Pages | : 66 |
| Release | : 2021-05-18 |
| Genre | : Business & Economics |
| ISBN | : 3346408612 |
Bachelor Thesis from the year 2021 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, , language: English, abstract: During the last decades, globalization has altered world economies, societies, and cultures, and thus created a new dynamic reality. Today, companies and managers are continuously faced with the standardization versus localization controversy, and even though numerous studies and theories have been published, including Theodore Levitt's renowned "The Globalization of Markets", to date, no solution has been reached. Therefore, the purpose of this study is to determine the influence of Italy's representation in marketing campaigns and thus provide a framework for managers and marketers of international as well as Italian companies who wish to market and advertise their goods and services in Italy successfully. Following the analysis of existing literature, to test the hypotheses that the greater the representation of the Italian culture and values, the higher the purchase likeliness and positive feelings associated with a campaign, an online-based survey was employed. Subsequently, the collected responses were analyzed utilizing the Wilcoxon Signed Ranked Test and the Kruskal-Wallis Statistical Test. The tested hypotheses were statistically significant, and an increase in both purchase likeliness, as well as positive feelings, was registered in marketing campaigns portraying the Italian culture. The results suggest that marketers and firms that decide to represent the Italian culture in their marketing campaigns and advertising and hence implement a localization strategy are more likely to increase advertisement appreciation along with sales. Though, having Covid-19 altered world balances, it is recommended to repeat the analysis at a distance of one year. Also, further research is essential in order to evaluate the impact of price on Italians' buying behavior, as it was not incorporated in the conducted study.
| Author | : Valea Adams |
| Publisher | : Grin Publishing |
| Total Pages | : |
| Release | : 2017-02-07 |
| Genre | : |
| ISBN | : 9783668373945 |
Seminar paper from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, The FOM University of Applied Sciences, Hamburg, language: English, abstract: This seminar paper evaluates the dimensions of standardized global marketing and local marketing for global companies by starting with a short insight into globalization and global firms in general, followed by an illustration of the global-local dilemma, that forces a decision on the choice between selling the same product across all boundaries and the implementation of local marketing strategies in order to respond to regional differences. The term paper continues with an explanation of local and standardized global marketing, exemplified by the global players McDonald's and Apple and concludes with a comparison of both approaches. The debate on standardization and adaptation in marketing has sparked a debate for decades. Dating back to Levitt, who is one of the leading advocates of the standardization approach in marketing, many other researchers followed Levitt's argument about the homogenization of consumer markets. However, critics of this thesis argue, that just a just a few products can be easily standardized in a global manner. Kotler argues that national marketing can't be simply extended to an international level as consumer behavior significantly varies depending on the country. Today, virtually every major company is forced to compete in the global market. And global marketers need to navigate through diverse cultures that go along with unpredicted rules and differences. Companies that are taking their business global and aim to successfully sell their products and services in foreign markets face many challenges. The most challenging decision in this progress is the degree of standardization or adaptation in the firm's operations. Many companies have understood the importance of global activities.
| Author | : Jonathan Tritter |
| Publisher | : Routledge |
| Total Pages | : 379 |
| Release | : 2009-09-10 |
| Genre | : Medical |
| ISBN | : 1134115741 |
Although the last two decades have seen the healthcare systems of most developed countries face pressure for major reform, the impact of this reform on the relationship between empowerment, consumerism and citizen’s rights has received limited research attention. Globalisation, Markets and Healthcare Policy sets out to redress this imbalance. This book explores the extent to which globalisation and commercialisation relate to current and emerging health policies. It also looks at the implications for citizens, patients and social rights, as well as how policy making interacts with the interests of global and European trade and economic policies. Topics discussed include: How the impact of globalisation on health systems is apparent in the influence of international actors and European policies. How the impact of globalisation is mediated by national priorities and policies and is therefore reflected in diverse influences. How commercialisation of health is presented as benefiting citizens and patients but has the potential to undermine the aims and values inherent in health systems. How the role of citizens' interests, social rights, patient’s rights and priorities of patient and public involvement need to be separated from commercialisation, choice and consumerism in health care. Essential reading for policy makers and students of public policy, politics, law and health services, Globalisation, Markets and Healthcare Policy will also appeal to those interested in patient involvement international healthcare, international relations, trans-national organisations and the EU.
| Author | : Alexander Nuetzenadel |
| Publisher | : Berg |
| Total Pages | : 304 |
| Release | : 2008-05-01 |
| Genre | : Social Science |
| ISBN | : 1847884598 |
Food has a special significance in the expanding field of global history. Food markets were the first to become globally integrated, linking distant cultures of the world, and in no other area have the interactions between global exchange and local cultural practices been as pronounced as in changing food cultures. In this wide-ranging and fascinating book, the authors provide an historical overview of the relationship between food and globalization in the modern world. Together, the chapters of this book provide a fresh perspective on both global history and food studies. As such, this book will be of interest to a wide range of students and scholars of history, food studies, sociology, anthropology and globalization.
| Author | : Julie Emontspool |
| Publisher | : Springer |
| Total Pages | : 295 |
| Release | : 2017-12-13 |
| Genre | : Social Science |
| ISBN | : 3319641794 |
This book addresses the complicated question of how markets and consumption create the possibilities for cross-cultural exchanges and the multicultural pleasures of omnivorous consumption, whilst at the same time building new boundaries and distinctions, paving the way for new exploitative relationships, and initiating novel modes of status and capital accumulation. The contributors identify that the divide between the economic and ethical dimensions of globalisation has never seemed in sharper relief. With the workings of global markets at odds with fostering cosmopolitan social change, this collection addresses the question of whether we should assume that market logics and consumptive practices conflict with cosmopolitan agendas. It also explores whether the imperatives of economic globalisation and individual consumption practices are opposed to cosmopolitan prospects for global solidarities. Cosmopolitanism, Markets and Consumption will be of interest to students and scholars across a range of disciplines including in the social sciences, businesses and marketing studies.
| Author | : Himadri Roy Chaudhuri |
| Publisher | : Springer Nature |
| Total Pages | : 312 |
| Release | : 2020-05-13 |
| Genre | : Business & Economics |
| ISBN | : 9811545146 |
This book critically examines marketization: a phenomenon by which market processes are institutionalized and marketing increasingly pervades all areas of our everyday life. It presents a number of theories, frameworks and empirical studies highlighting how the phenomenon of marketization affects the 21st century consumer. The book also contests the traditional understanding of markets, offering a more comprehensive treatment of marketization and a fresh perspective on the dynamics of markets and the institutions that control everyday consumption practices. This book is an ideal resource for academics, reflective practitioners and policy-makers interested in formulating appropriate change strategies in the face of the globalization that affects emerging markets so profoundly. This well-crafted research book is a valuable addition to the sparse literature on theories of marketization. The authors refigure the existing theories more broadly and present compelling evidence and insights into market phenomenon such as marginality, alternative market forms and consumer identity.
