Localizing Global Marketing Strategies: Emerging Research and Opportunities

Localizing Global Marketing Strategies: Emerging Research and Opportunities

Janell NaKia Harvey (DeVry University, USA)
Release Date: October, 2019|Copyright: © 2020 |Pages: 152
DOI: 10.4018/978-1-7998-0957-9
ISBN13: 9781799809579|ISBN10: 1799809579|EISBN13: 9781799809593|ISBN13 Softcover: 9781799809586
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Description & Coverage
Description:

Years of technological advancements have made it possible for the smallest of trades to develop their companies to sell their products all over the world. Global marketing initiatives allow a business to adapt its services and products to nations outside of its origin, increasing its annual earnings and success. However, companies must first implement worldwide marketing programs that consider cultural dimensions and customs.

Localizing Global Marketing Strategies: Emerging Research and Opportunities is a collection of innovative research on trends and strategies that are necessary to ensure the success of global marketing and identify the means of global market entry. While highlighting topics including branding, consumer management, and joint ventures, this book is ideally designed for administrators, marketers, managers, executives, entrepreneurs, industry professionals, researchers, academicians, and students seeking current research on establishing long-lasting global marketing plans for a variety of industries.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Branding
  • Competitive Intelligence
  • Consumer Management
  • Direct Exporting
  • Entry Strategies
  • Global Business
  • Joint Ventures
  • Market Research
  • Online Retail
  • Social Media
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