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Handbook of Research on Effective Marketing in Contemporary Globalism

Book Description

The 21st century has brought about many changes in the economic realm due to acceleration of globalization. The competitive landscape in numerous areas must always be reinvented to account for these changes, therefore making different marketing efforts a requirement for long-term success. The Handbook of Research on Effective Marketing in Contemporary Globalism provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition. Intensified globalization, shifting demographics, and rapid innovations in technology and productivity solidify this publication’s importance to scholar-practitioners, business executives, and undergraduate/graduate students.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Dedication
  6. Editorial Advisory Board
  7. Preface
  8. Introduction
  9. Chapter 1: Logistics Innovation
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND LITERATURE
    4. REFERENCES
  10. Chapter 2: The Mediating Role of Innovation in Strategic International Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. THEORETICAL BACKGROUND
    4. LITERATURE REVIEW
    5. HYPOTHESES
    6. RESEARCH METHODOLOGY
    7. ANALYSIS AND RESULTS
    8. CONCLUSION
    9. REFERENCES
  11. Chapter 3: Understanding Culture, Motivation, and Ethnic Consumer Behavior
    1. ABSTRACT
    2. INTRODUCTION
    3. UNDERSTANDING ETHNIC CONSUMERS
    4. THEORETICAL FRAMEWORK
    5. METHOD: CASE STUDY RESEARCH
    6. RESULTS: CASE STUDY OF THE IMMIGRATION MUSEUM
    7. CONCLUSION AND IMPLICATIONS
    8. REFERENCES
  12. Chapter 4: Creating a Culturally Sensitive Marketing Strategy for Diffusion of Innovations Using Hofstede's Six Dimensions of National Culture
    1. ABSTRACT
    2. INTRODUCTION
    3. ADOPTION AND DIFFUSION OF INNOVATIONS
    4. NATIONAL CULTURE AND TRANSCULTURAL DIFFUSION OF INNOVATIONS
    5. FRAMEWORKS OF NATIONAL CULTURE
    6. HOFSTEDE’S SIX DIMENSIONS OF NATIONAL CULTURE
    7. HOFSTEDE’S NATIONAL CULTURE DIMENSIONS AND TRANSCULTURAL NEW PRODUCT ACCEPTANCE
    8. HOFSTEDE’S NATIONAL CULTURE DIMENSIONS AND SOCIO- ECONOMIC VARIABLES
    9. INDIVIDUAL CONSUMER BEHAVIOR AND NATIONAL CULTURE
    10. TEMPORAL STABILITY OF NATIONAL CULTURE
    11. SUMMARY
    12. REFERENCES
  13. Chapter 5: Sales Forecasting Practices in Macedonian Small-Scale Manufacturing Plants
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW OF SALES FORECAST ISSUES
    4. THE SET OF DESIGN ISSUES IN SALES FORECASTING PROCESS
    5. SET OF SELECTION/SPECIFICATION ISSUES IN SALES FORECASTING PROCESS
    6. SET OF EVALUATION ISSUES IN SALES FORECASTING PROCESS
    7. METHODOLOGY
    8. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
    9. REFERENCES
    10. ENDNOTES
  14. Chapter 6: Augmenting Transcultural Diffusion through Knowledge Management
    1. ABSTRACT
    2. INTRODUCTION
    3. KNOWLEDGE MANAGEMENT, RADICAL INNOVATION, AND CHANGE
    4. KM AND CULTURAL BARRIERS
    5. CULTURE AND LEADERSHIP
    6. CULTURE, KM, AND PERFORMANCE MANAGEMENT
    7. DATA COLLECTION AND THE NFP
    8. NFP CASE EXAMPLE
    9. CULTURE, LEADERSHIP, ICT, AND INTERNAL COMMUNICATION FOR KM
    10. MAP ANALYSIS FOR CASE STUDY
    11. FINDINGS AND DISCUSSION
    12. THE HOW TO STRATEGY FOR IM
    13. CONCLUSION
    14. REFERENCES
    15. KEY TERMS AND DEFINITIONS
  15. Chapter 7: Transcultural Understanding in Business Communication
    1. ABSTRACT
    2. INTRODUCTION
    3. UNDERSTANDING THE DIFFERING CULTURAL VALUES BETWEEN AMERICA AND KOREA
    4. CULTURAL UNDERSTANDING THROUGH EXPERIENCES AND OBSERVATIONS
    5. PARADIGMATIC DIFFERENCES IN BUSINESS SYSTEM
    6. BEWARE OF CULTURAL DIFFERENCES
    7. REFERENCES
  16. Chapter 8: To Russia with Love
    1. ABSTRACT
    2. CLARWEN: COMMERCE WITH A CAUSE: PRODUCTS WITH DEEP PERSONAL MEANING MADE IN AMERICA
    3. PART 2: RETAIL IN RUSSIA: CHALLENGES AND OPPORTUNITIES
    4. PART 3: LUXURY ONLINE: AN OXYMORON?
    5. THE CHALLENGE
    6. DISCUSSION QUESTIONS
    7. REFERENCES
  17. Chapter 9: Neuromarketing as a Business Strategy
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. DIFFICULTIES OF TRADITIONAL MARKETING METHODS
    4. 3. CONTEMPORARY NEUROSCIENTIFIC METHODOLOGIES
    5. 4. FIRST STEPS TOWARDS AN INTERDISCIPLINARY WORK
    6. 5. INTERDISCIPLINARY WORK: THE PHENOMENA IN TERMS OF BRAIN ACTIVATION
    7. 6. NEUROMARKETING AS A BUSINESS STRATEGY
    8. 7. CULTURAL ASPECTS IN CONSUMER BEHAVIOR
    9. 8. THE ETHICAL ASPECTS: LOOKING FOR RESTRICTIONS OR REGULATIONS?
    10. 9. CONCLUSION
    11. REFERENCES
  18. Chapter 10: Enhancing the Supply Chain in Organisations
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. REVERSE LOGISTICS BACKGROUND AND DEFINITIONS
    4. 3. CONFUSIONS SURROUNDING THE RL CONCEPT
    5. 4. RL WITHIN SCM
    6. 5. RL ACTIVITIES
    7. 6. MAIN DRIVERS OF ENHANCING THE SCM BY ADOPTING RL
    8. 7. MAJOR BARRIERS TO IMPLEMENTING RL
    9. 8. CRITICAL SUCCESS FACTORS FOR RL IMPLEMENTATION
    10. 9. DISCUSSION
    11. 10. CONCLUSION
    12. ACKNOWLEDGMENT
    13. REFERENCES
  19. Chapter 11: The Effect of Incidental Advertising Exposure on Online Impulse Buying
    1. ABSTRACT
    2. INTRODUCTION
    3. REFERENCES
  20. Chapter 12: Social Media and its Effect on Consumer Loyalty
    1. ABSTRACT
    2. 1. INTRODUCTION
    3. 2. THEORETICAL BACKGROUND
    4. 3. RESEARCH MODEL
    5. 4. KEY FINDINGS
    6. 5. CONCLUSION AND LIMITATIONS
    7. REFERENCES
  21. Chapter 13: Advancing Theory in Export Performance as a Strategy to Boost Export Growth in Africa
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW ON EXPORT PERFORMANCE
    4. EXPORT PERFORMANCE OF MANUFACTURING FIRMS IN AFRICA
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  22. Chapter 14: Electronic Word-of-Mouth
    1. ABSTRACT
    2. INTRODUCTION
    3. WORD-OF-MOUTH
    4. ELECTRONIC WORD-OF-MOUTH
    5. LITERATURE
    6. A RESEARCH ON FACTORS AFFECTING CONSUMER REVIEW WRITING BEHAVIOR ON ELECTRONIC PLATFORMS
    7. CONCLUSION
    8. REFERENCES
  23. Chapter 15: A Strategic Analysis of the Competing Factors in the Global Wine Trade and the Development of a Model to Facilitate Foreign Country Entry Mode
    1. ABSTRACT
    2. INTRODUCTION
    3. HISTORICAL BACKGROUND AND CURRENT ISSUES OF GLOBAL COMPETITIVENESS
    4. METHODOLOGY
    5. FINDINGS
    6. COMPETITORS’ ANALYSIS GRID
    7. DEVELOPING A STRATEGIC PLAN
    8. WINE INDUSTRY ANALYSIS INVENTORY BY COUNTRY
    9. IMPLICATIONS
    10. LIMITATION
    11. CONCLUSION
    12. RECOMMENDATION
    13. REFERENCES
  24. Chapter 16: Social Processes
    1. ABSTRACT
    2. THE COMPLEX NEEDS OF A GLOBAL VILLAGE
    3. UNDERSTANDING THE GLOBAL VILLAGE
    4. SOCIAL PROCESSES
    5. CONCLUSION
    6. REFERENCES
  25. Chapter 17: Louis Vuitton
    1. ABSTRACT
    2. INTRODUCTION
    3. SWOT ANALYSIS
    4. LOUIS VUITTON AND MARKETING STRATEGY
    5. THE DIGITAL OPPORTUNITY
    6. CONTENT DATA, CONTEXTUAL DATA, AND ANALYTICAL DATA
    7. CUSTOMER ACQUISITION
    8. CUSTOMER RETENTION
    9. CONCLUSION
    10. REFERENCES
    11. KEY TERMS AND DEFINITIONS
  26. Chapter 18: Marketing Channels and Supply Chain Management in Contemporary Globalism
    1. ABSTRACT
    2. INTRODUCTION
    3. CHINA E-COMMERCE LANDSCAPE
    4. THE IMPLICATIONS
    5. CONCLUSION
    6. REFERENCES
    7. KEY TERMS AND DEFINITIONS
  27. Chapter 19: Creating Global Competitiveness through Culture and Religion
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. SUMMARY OF FINDINGS AND DISCUSSION
    5. REFERENCES
  28. Chapter 20: The Foundation of Cultural Intelligence
    1. ABSTRACT
    2. INTRODUCTION
    3. FOUNDATION OF CULTURAL INTELLIGENCE (CQ)
    4. HUMAN CAPITAL
    5. RECOMMENDATION
    6. CONCLUSION
    7. REFERENCES
    8. ADDITIONAL READING
    9. KEY TERMS AND DEFINITIONS
  29. Chapter 21: Transcultural Marketing and Product Life Cycles in International Markets
    1. ABSTRACT
    2. INTRODUCTION
    3. PLC VARIATION ACROSS COUNTRIES
    4. CONSUMER CHARACTERISTICS AND THE PLC
    5. MARKETING DECISIONS AND GOVERNMENT ROLE IN THE PLC
    6. CONCLUSION AND FUTURE TRENDS IN MANAGING THE PLC
    7. ACKNOWLEDGMENT
    8. REFERENCES
    9. KEY TERMS AND DEFINITIONS
    10. ENDNOTES
  30. Compilation of References
  31. About the Contributors