书目详细信息
： International marketing strategy :
书目信息 机读格式(MARC)
| ISBN： | 9783030335878 |
|---|---|
| ISBN： | 3030335879 |
| 编目源： | EBLCP EBLCP YDX LQU GW5XE OCLCF YDXIT OCLCO |
| 个人名称： | Pegan, Giovanna, |
| 题名： | International marketing strategy : the country of origin effect on decision-making in practice / Giovanna Pegan, Donata Vianelli, Patrizia de Luca. |
| 索书号： | F740.2/P376E |
| 载体形态： | 195 pages ; 24 cm. |
| 格式化内容附注： | Chapter 1: Introduction to the Country of Origin Effect in International Marketing Strategies -- Chapter 2: Strategic Entry Modes and Country of Origin Effect -- Chapter 3: Country of Origin Valorization in Exporting: Insights from Companies and Foreign Importers -- Chapter 4: Country of Origin and International Contractual Marketing Channels: Evidence from Specific Product-Market Perspectives -- Chapter 5: From Country of Origin Effect to Brand Origin: Challenges in International Direct Marketing Channels -- Chapter 6: The Role of Country of Origin in Foreign Retailers: Strategies -- Chapter 7: Online Channels and the Country of Origin -- Chapter 8: Conclusion to the Country of Origin Effect on Decision-Making in Practice. |