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Economía y Empresa

María Soledad Janita Muñoz

María de las Mercedes Galán Ladero

Introducción a la investigación de marketing

Business and Management (R0)

Sarah Evans-Howe

Why Time Matters to Customers

The Role of Temporality in Customer Experience

Vanitha Swaminathan

Six Pillars of Strategic Brand Marketing in an AI-Powered World

Hyper-Digital Marketing

Víctor M. González

Descubre la intención de tus clientes y transforma tu negocio

Repensar la experiencia del cliente

Borja Pascual

Tratamiento para los siguientes 40 días

GuíaBurros: Píldoras para el emprendimiento IV

Aus der Reihe: e-fellows.net stipendiaten-wissen

 Anonymous

Eine Analyse anhand der Uses-and-Gratifications-Theorie

Kaufen, bevor es zu spät ist. Fear Of Missing Out (FOMO) als Strategie im Influencer Marketing

&lt;p&gt;International marketing is a core disciplinary area within the broader international business field. Over the last 25 years, significant research attention has been devoted to addressing managerially relevant and theoretically important research questions pertaining to country entry modes and choices, international branding decisions, establishing, developing, and managing cross-border seller-buyer relationships, and other international marketing strategy issues. This book features key international marketing contributions to the international business literature. &lt;/p&gt;Our focus in this book is on &amp;nbsp;ten highly cited articles from the&amp;nbsp;&lt;i&gt;Journal of International Business Studies&amp;nbsp;&lt;/i&gt;that address important topics in international marketing. In addition to the original contributions, the book offers an up to date view of the field following each of the articles, including reflections and assessments of how each article has impacted our understanding of the subject today.&amp;nbsp;Contributors highlight major advances since the time of writing as well as current questions arising from the current international business world. The collection is complemented by two&amp;nbsp;recently published articles tackling new frontiers of the field of international business. Commentaries on these two recent contributions are provided by leading marketing and international business scholars.&lt;p&gt;&lt;/p&gt;In sum, this collection provides readers with a careful selection of highly influential and timely works from the international marketing literature that will continue to greatly contribute to the international business discipline. With the addition of interesting post-script reflections, it also places emphasis on future research directions from the authors and leading scholars in the field.&lt;br&gt;&lt;div&gt;&lt;div&gt; &lt;/div&gt; &lt;/div&gt; &lt;br&gt;&lt;p&gt;&lt;/p&gt;

Saeed Samiee

Constantine S. Katsikeas

Petra Riefler

Influential Contributions and Future Avenues for Research

Key Developments in International Marketing

Saul Pereira

A Comprehensive Case Study of Almarai's Expansion and Adaptation in a Changing Global Business Environment

Strategic Analysis of International Marketing and Brand Management

Willard Chiuya

Curbing Tobacco Side Marketing By Farmers In Zimbabwe

A Working Model Towards Curbing Tobacco Side Marketing

Miguel de la Roca

Miguel de la Centro de Desarrollo Editorial

Marketing con el poder de la IA

Centauro digital

&lt;p&gt;This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves.&amp;nbsp; Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities.&amp;nbsp;&lt;/p&gt;

&lt;p&gt;The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of&amp;nbsp; brand identifier registrations and disputes.&amp;nbsp; He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law.&amp;nbsp; In modern times, the legal system not only enables brand marketing but sets limits on it as well.&amp;nbsp; The book concludes by examining some modern developments that are testing the limits.&amp;nbsp;&lt;/p&gt;

&lt;p&gt;Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.&lt;/p&gt;


Introducción a la investigación de marketing

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