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Marketing Strategies for Central and Eastern Europe
by STEWART ARNOLD, PETR CHADRABA and REINER SPRINGERThis title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.
Marketing Theory and Practice in Romania: Model for the Developing World (Contributions to Management Science)
by Nicolae Alexandru PopOver the last three decades, the Romanian economy transitioned from a centralized, nonmarket economy, that outlawed private property, to a thriving, free-market economy. During this time, it had to overcome non-marketed mentalities, the novelty of private ownership, develop a civil society, absorb numerous political shocks, content with the global digital revolution, and compete with foreign rivals. This book explores the marketing experiences in Romania over this period to provide insights for other developing nations, such as Asia, Africa, and South America. It provides a blend of marketing concepts and analytical tools as well as case studies. It explores such topics as artificial intelligence, neuromarketing, introduction to international marketing, relationship marketing, sports marketing, retail marketing, marketing in family businesses, and tourism marketing, to name a few. This book is useful for researchers, scholars, academics, students and practitioners interested in international marketing and marketing strategy, particularly for developing nations.
Marketing and Consumption in Modern Japan (Routledge Studies in the Growth Economies of Asia)
by Kazuo UsuiThis book explores the development in Japan throughout the twentieth century of marketing and consumerism. It shows how Japan had a long established indigenous traditional approach to marketing, separate from Western approaches to marketing, and discusses how the Japanese approach to marketing was applied in the form of new marketing activities, which, responding to changing patterns of consumption, contributed considerably to Japan's economic success. The book concludes with a discussion of how Japanese approach to marketing is likely to develop at a time when globalisation and international marketing are having an increasing impact in Japan.
Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions
by Ylva French Sue RunyardVisitors to museums, galleries, heritage sites and other not for profit attractions receive their information in changing ways. Communications channels are shifting and developing all the time, presenting new challenges to cultural PR and Marketing teams. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions, as well as providing some of the theory of marketing, provides the latest available case studies coupled with comments and advice from professionals inside and outside the cultural sector to describe the possibilities and outline strategies for the future. A strong theme of change runs through each chapter. The economic climate is already affecting the publicly funded sectors and business and private sponsorship. How will it change over the next few years? The print media is contracting; reading and viewing patterns are changing as online and mobile media grow. What are the trends here, in Europe, US and elsewhere? Sustainability and global warming are not just buzz words but will have a real impact on public and private institutions and their visitor patterns. Population patterns are also changing with new immigrants arriving and the proportion of over 60s increases in Western countries. Cultural tourism has enjoyed a great surge in popularity and huge investments are being made in museums, galleries and events. Marketing and PR play a crucial role in the success of such ventures and will be illustrated with case studies from the UK, US, Canada, Australia, Middle East and China. Marketing and Public Relations for Museums, Galleries, Cultural and Heritage Attractions is aimed at students of marketing, museums, culture and heritage as well as professionals working in a range of cultural organisations from small to large and at different stages of market development from new entrants to those offering mature products. This includes museums, galleries, heritage and visitor attractions, community organisations, as well as organisers of festivals, markets, craft fairs and temporary exhibitions.
Marketing and the Common Good: Essays from Notre Dame on Societal Impact
by Jr. Patrick E. Murphy John F. SherryMarketing is among the most powerful cultural forces at work in the contemporary world, affecting not merely consumer behaviour, but almost every aspect of human behaviour. While the potential for marketing both to promote and threaten societal well-being has been a perennial focus of inquiry, the current global intellectual and political climate has lent this topic extra gravitas. Through original research and scholarship from the influential Mendoza School of Business, this book looks at marketing’s ramifications far beyond simple economic exchange. It addresses four major topic areas: societal aspects of marketing and consumption; the social and ethical thought; sustainability; and public policy issues, in order to explore the wider relationship of marketing within the ethical and moral economy and its implications for the common good. By bringing together the wide-ranging and interdisciplinary contributions, it provides a uniquely comprehensive and challenging exploration of some of the most pressing themes for business and society today.
Marketing for Attorneys and Law Firms
by William WinstonMarketing for Attorneys and Law Firms presents timely topics which are well-researched and written by a fine array of authors from around the country. As attorneys are becoming more interested in marketing and how it can benefit their practices, this book is an important tool. It aids attorneys as they evaluate and improve old marketing strategies and create new marketing strategies where such advertising was neglected. It is an ideal readings text for today’s attorney and legal consultants who wish to obtain a better insight into select aspects of marketing the law firm.This is the only readings book that focuses on these areas: applications of marketing planning, attorney selection by consumers, and client and provider attitudes toward legal services. Part Two thoroughly examines various aspects of how clients select and evaluate the performance of legal services. Today’s attorneys must first fully understand what their clients perceive about their services before jumping into marketing their services. This section provides insight that most attorneys would normally not investigate and lays the groundwork for the development of marketing programs. Part Three addresses the wide use of legal advertising, and again provides insight into what clients and attorneys think and perceive about various forms of advertising the law firm. This provides a base from which attorneys who are planning to advertise may be able to prevent failure and promote a greater level of success for the advertising program.Applied mainly to private legal practices and clinics, some of the specific topics covered in the three sections include consumers’perceptions of attorneys and legal advertising; attorneys’perceptions of marketing and advertising; perceived risk in selecting an attorney and how consumers actually select attorneys; customer/client service attributes for attorneys; measuring the effectiveness of legal advertising; market planning and strategies for today’s legal practice; promoting the legal practice; and developing referral and networking systems in legal practice.For attorneys in private practice, law firm libraries and administrators, law professors who specialize in practice development, consultants who concentrate in legal practice marketing, law school libraries, and marketing professors and consultants who teach or consult in the professional service sectors should read this invaluable reference book.
Marketing im Zeitalter der Digitalisierung: Chancen und Herausforderungen durch digitale Innovationen (essentials)
by Nils UrbachIm Zeitalter der Digitalisierung führt der Einsatz innovativer Informationstechnologien zu deutlichen Veränderungen in der Unternehmenswelt. Dabei sind nicht nur Unternehmen aller Branchen betroffen, sondern auch alle Funktionsbereiche innerhalb eines Unternehmens. Entsprechend entstehen damit verbundene Herausforderungen auch im Marketing. Gleichzeitig bieten digitale Innovationen aber auch viele neue Möglichkeiten und Chancen. Das vorliegende essential fokussiert sich auf die Digitalisierung des Marketing sowie die damit verbundenen Chancen und Herausforderungen. Dabei werden zunächst die zentralen Treiber des digitalen Marketing herausgestellt, bevor anschließend die Implikationen und die Auswirkungen auf die Marketing-Funktion diskutiert werden. Das essential hilft dabei, auf den digitalen Wandel im Marketing nicht nur zu reagieren, sondern eine proaktive Rolle einzunehmen.Der Autor:Prof. Dr. Nils Urbach ist Professor für Wirtschaftsinformatik und Strategisches IT-Management an der Universität Bayreuth. Zudem ist er stellvertretender wissenschaftlicher Leiter am Kernkompetenzzentrum Finanz- & Informationsmanagement (FIM) und der Projektgruppe Wirtschaftsinformatik des Fraunhofer-Instituts für Angewandte Informationstechnik (FIT).
Marketing in Central and Eastern Europe
by Erdener KaynakSince the sudden opening of the markets in Central and Eastern Europe (CEE) in 1989, there has been a growing need to investigate the fundamental changes occurring in the countries’marketing environment, the lucrative market opportunities created by the changes, and the inscrutable marketing practice followed by local and international companies. Marketing in Central and Eastern Europe helps you understand the changes taking place in these valuable and challenging markets and introduces you to the emerging opportunities and effective marketing strategies to be employed in the region. Researchers specializing in CEE business; managers of international companies operating in or contemplating entering CEE markets; and students studying CEE business, East-West business, or marketing in transitional economies will better understand the region by examining issues of cross- cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with: a region-relevant market analysis to determine environmental dimensions of emerging markets a preliminary report on market-entry strategies in Poland an assessment of foreign direct investment opportunities in Hungary a study of Western-style marketing applied in transitional economies an analysis of marketization and Westernization used as classifying dimensions information on increasing the validity of post-command economy research and applicationAlthough the book’s chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.
Marketing in Developing Countries: Nigerian Advertising in a Global and Technological Economy (Routledge Studies in International Business and the World Economy)
by Emmanuel C. AlozieNo prior studies have examined the role, relationship, and impact of advertising and information technologies on African societies. Critically exploring the dominant cultural values and symbols conveyed in Nigerian mass media advertising, and the impact of this advertising on the socioeconomic development of Nigeria and Sub-Saharan Africa, this volume examines the many facets of the African marketplace. Marketing in Developing Countries: Nigerian Advertising in a Global and Technological Economy will aid current and potential investors and businesses in interpreting the cultural, socioeconomic, and technological evolution underway in this emerging economy, assist in their understanding of the challenges as well as opportunities they may encounter in this region, and encourage the creation of culturally sensitive advertising messages – that may ultimately support rather than distort Nigeria’s economic development.
Marketing in the 21st Century: Concepts, Challenges and Imperatives
by Henry KyambalesaThis title was first published in 2000: Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.
Marketing the Menacing Fetus in Japan (Twentieth Century Japan: The Emergence of a World Power #7)
by Helen HardacreHelen Hardacre provides new insights into the spiritual and cultural dimensions of abortion debates around the world in this careful examination of mizuko kuyo—a Japanese religious ritual for aborted fetuses. Popularized during the 1970s, when religious entrepreneurs published frightening accounts of fetal wrath and spirit attacks, mizuko kuyo offers ritual atonement for women who, sometimes decades previously, chose to have abortions. As she explores the complex issues that surround this practice, Hardacre takes into account the history of Japanese attitudes toward abortion, the development of abortion rituals, the marketing of religion, and the nature of power relations in intercourse, contraception, and abortion.Although abortion in Japan is accepted and legal and was commonly used as birth control in the early postwar period, entrepreneurs used images from fetal photography to mount a surprisingly successful tabloid campaign to promote mizuko kuyo. Enthusiastically adopted by some religionists as an economic strategy, it was soundly rejected by others on doctrinal, humanistic, and feminist grounds.In four field studies in different parts of the country, Helen Hardacre observed contemporary examples of mizuko kuyo as it is practiced in Buddhism, Shinto, and the new religions. She also analyzed historical texts and contemporary personal accounts of abortion by women and their male partners and conducted interviews with practitioners to explore how a commercialized ritual form like mizuko kuyo can be marketed through popular culture and manipulated by the same forces at work in the selling of any commodity. Her conclusions reflect upon the deep current of misogyny and sexism running through these rites and through feto-centric discourse in general.
Marketing the Museum
by Fiona McleanMarketing the Museum is the ideal guide to the ways in which museums can overcome the numerous hurdles on the route to truly achieving a marketing orientation. The history of the museum is one of shifting purposes and changing ideals and this volume asks if it is possible to define the 'product' which the modern museum can offer. This book explores the crucial question: Are the theories of marketing developed for manufactured goods in any way relevant to the experience of visiting a museum? In covering one of the most highly disputed issues in the field, this book is essential reading for museum professionals, students and anyone who has dealing in the many branches of the heritage industry around the world.
Marketing the Wilderness: Outdoor Recreation, Indigenous Activism, and the Battle over Public Lands
by Joseph WhitsonHow outdoor industry marketing promotes an image of &“the wilderness&” as an unpeopled havenMarketing the Wilderness analyzes the relationship between the outdoor recreation industry, public lands in the United States, and Indigenous sovereignty and representation in recreational spaces. Combining social media analysis, digital ethnography, and historical research, Joseph Whitson offers nuanced insights into more than a century of the outdoor recreation industry&’s marketing strategies, unraveling its complicity in settler colonialism. Complicating the narrative of outdoor recreation as a universal good, Whitson introduces the concept of &“wildernessing&” to describe the physical, legal, and rhetorical production of pristine, empty lands that undergirds the outdoor recreation industry, a process that further disenfranchises Indigenous people from whom these lands were stolen. He demonstrates how companies such as Patagonia and REI align with the mining and drilling industries in their need to remove Indigenous peoples and histories from valuable lands. And he describes the ways Indigenous and decolonial activists are subverting and resisting corporate marketing strategies to introduce new narratives of place. Through the lens of environmental justice activism, Marketing the Wilderness reconsiders the ethics of recreational land use, advocating for engagement with issues of cultural representation and appropriation informed by Indigenous perspectives. As he discusses contemporary public land advocacy around places such as Bears Ears National Monument, Whitson focuses on the deeply fraught relationship between the outdoor recreation industry and Indigenous communities. Emphasizing the power of the corporate system and its treatment of land as a commodity under capitalism, he shows how these tensions shape the American idea of &“wilderness&” and what it means to fight for its preservation. Retail e-book files for this title are screen-reader friendly with images accompanied by short alt text and/or extended descriptions.
Marketing to the Aging Population: Strategies and Tools for Companies in Various Industries (Management for Professionals)
by George P. MoschisThis book coaches marketing practitioners and students how to best satisfy the needs of the older consumer population. It first highlights the heterogeneity of the older consumer market, then examines the specific needs of the older consumer. Lastly, the book highlights the most effective ways of reaching and serving older consumer segments for different products and services such as financial services, food and beverages, healthcare and pharmaceuticals, and travel among others. It presents segment-to-industry specific strategies that help marketers develop more refined and targeted micro-marketing strategies and customer relationship management (CRM) systems for building and retaining a large base of older customers. These strategies also help demonstrate how companies can make decisions that increase profitability not only by satisfying consumer needs and wants, but also by creating positive change and improvement in consumer well-being.
Marketing to the Poor: Creating Value
by Ramendra Singh and Tahir A. WaniThis book looks at markets in low-income economies and how they require fundamentally different marketing systems and strategies. Analyzing the sociocultural characteristics of these markets, it offers solutions for businesses to overcome spatial, institutional, and financial challenges while working in these contexts. Markets for the poor are characterized by resource scarcity, weak institutions, and low literary rates, as well as a strong presence of cultural and community ties. This book provides an understanding of these marketplaces, including the consumer’s wants and aspirations, the relationship of the individual within the social milieu, and their unique cultural contexts. It provides strategies for businesses to develop a bottom-up knowledge of global markets and incorporates practices which are inclusive and sustainable. It also explores the links between human development, entrepreneurship, and marketing which are especially relevant in the pandemic-hit global economy. This book will be of interest to students and researchers of marketing, business studies, business administration, rural management, marketing management, economics, and development studies.
Marketisation and Privatisation in Criminal Justice
by Kevin Albertson & Mary Corcoran & Jake PhillipsThis collection offers a comprehensive review of the origins, scale and breadth of the privatisation and marketisation revolution across the criminal justice system. Leading academics and researchers assess the consequences of market-driven criminal justice in a wide range of contexts, from prison and probation to policing, migrant detention, rehabilitation and community programmes. Using economic, sociological and criminological perspectives, illuminated by accessible case studies, they consider the shifting roles and interactions of the public, private and voluntary sectors. As privatisation, outsourcing and the impact of market cultures spread further across the system, the authors look ahead to future developments and signpost the way to reform in a ‘post-market’ criminal justice sphere.
Marketization and Democracy in China (Routledge Studies on China in Transition #Vol. 31)
by Jianjun ZhangSince China began an era of market reform three decades ago, many Westerners believed that, political liberalization and, eventually, democracy would follow. However, contrary to Western expectations, China remains an authoritarian country and the communist party is still in power, even though the country has witnessed rapid economic growth and its people have become richer. In Marketization and Democracy in China, Jianjun Zhang questions whether China’s market reforms have created favorable social conditions for democracy, whether the country’s emerging entrepreneurial class will serve as the democratic social base, and the role of government in the process of transition. Based upon a careful analysis of two regions—Sunan and Wenzhou —the two prototypical local development patterns in China, Zhang finds that different patterns of economic development have produced distinct local-level social and political configurations, only one of which is likely to foster the growth of democratic practices. The results suggest that China’s political future is largely dependent upon the emerging class structure and offer a warning on China’s development: if market reforms and economic development only enrich a few, then democratic transition will be unlikely. Marketization and Democracy in China will be of interest to scholars of Chinese politics, political science and development studies.
Marketplace Trade and West African Urban Development: A Paradox
by Krys OchiaThis book analyses how informal economy traders and the marketplace institution dominate the local economy in African cities. According to the World Bank, being an African reduces the probability that an individual is an entrepreneur in the manufacturing sector by more than 95 percent. Exporting unprocessed strategic raw materials and importing large volumes of finished goods stagnate Africa’s informal sector while creating formal jobs overseas. This suggests employment increases in distributive trade and persistence of the marketplace institution in reducing urban unemployment and income inequality. However, there is limited knowledge of the men and women with permanent stalls in large urban marketplaces that function daily as a temporary city within a city, even though they are the major actors in distribute trade. More important their daily out-of-stall contacts resulting from maintaining complex social and economic relationships that determine the financial health of family, business, and the economy are generally unexplored and largely unknown, but have significant unintended consequences on the urban mobility system. Researchers, planners, development practitioners and policymakers have, therefore, not focused their attention and considered the impacts of the powerful economic institution – marketplaces and traders - in framing transport planning processes and urban development policies, and that is the paradox surrounding marketplace trade and urban development in West Africa.
Marketplaces: Movements, Representations and Practices (Routledge Studies in Urbanism and the City)
by Rianne Van Melik Ceren SezerThis edited volume portrays marketplaces from a mobility perspective as dynamic and open entities consisting of flows of people, goods and ideas. There is a renewed interest in research and policy arenas in marketplaces as the core of cities’ spatial and economic development and sociocultural life, as incubators of urban renewal and platforms of alternative consumption models and as source of livelihood for many people worldwide. Contributions of this book draw on notions of movements, representations and practices to illustrate that markets have physical reality but are also culturally and socially encoded, and experienced through practice. It brings together empirically evidenced scholarly and practice-based works from the United Kingdom, the Netherlands, Switzerland, Spain, Bulgaria, Turkey, Lebanon, Peru, Brazil, Vietnam, South Africa and India. This book is primarily intended for scholars and graduate students of urban geography, urban design and planning, sociology, anthropology, who are interested in the relation between place and mobility in general, and markets as ‘knots’ in the city, in particular. It also informs policy-makers how urban planning policies and design interventions for marketplaces may foster more socially inclusive and environmentally just cities.
Markets (In Search of Media)
by Philip Mirowski Jens Schröter Armin Beverungen Edward Nik-KhahA media theory of markets Markets abound in media—but a media theory of markets is still emerging. Anthropology offers media archaeologies of markets, and the sociology of markets and finance unravels how contemporary financial markets have witnessed a media technological arms race. Building on such work, this volume brings together key thinkers of economic studies with German media theory, describes the central role of the media specificity of markets in new detail and inflects them in three distinct ways. Nik-Khah and Mirowski show how the denigration of human cognition and the concomitant faith in computation prevalent in contemporary market-design practices rely on neoliberal conceptions of information in markets. Schröter confronts the asymmetries and abstractions that characterize money as a medium and explores the absence of money in media. Beverungen situates these inflections and gathers further elements for a politically and historically attuned media theory of markets concerned with contemporary phenomena such as high-frequency trading and cryptocurrencies.
Markets and Bodies
by Eileen M. OtisInsulated from the dust, noise, and crowds churning outside, China's luxury hotels are staging areas for the new economic and political landscape of the country. These hotels, along with other emerging service businesses, offer an important, new source of employment for millions of workers, but also bring to light levels of inequality that surpass most developed nations. Examining how gender enables the globalization of markets and how emerging forms of service labor are changing women's social status in China, Markets and Bodies reveals the forms of social inequality produced by shifts in the economy. No longer working for the common good as defined by the socialist state, service workers are catering to the individual desires of consumers. This economic transition ultimately affords a unique opportunity to investigate the possibilities and current limits for better working conditions for the young women who are enabling the development of capitalism in China.
Markets and Manufacture in Early Industrial Europe (Routledge Revivals Ser.)
by Maxine BergThis edited collection, first published in 1991, focuses on the commercial relations, marketing structures and development of consumption that accompanied early industrial expansion. The papers examine aspects of industrial structure and work organisation, including women’s work, and highlight the conflict and compromise between work traditions and the emergence of a market culture. With an overarching introduction providing a background to European manufacturing, this title will be of particular interest to students of social and economic history researching early industrial Europe and the concurrent emergence of a material, consumer culture.
Markets and Market Places in Medieval Italy c. 1100 to c. 1440
by Dennis RomanoCathedrals and civic palaces stand to this day as symbols of the dynamism and creativity of the city-states that flourished in Italy during the Middle Ages. Markets and Marketplaces in Medieval Italy argues that the bustling yet impermanent sites of markets played an equally significant role, not only in the economic life of the Italian communes, but in their political, social, and cultural life as well. Drawing on a range of evidence from cities and towns across northern and central Italy, Dennis Romano explores the significance of the marketplace as the symbolic embodiment of the common good; its regulation and organization; the ethics of economic exchange; and how governments and guilds sought to promote market values. With a special focus on the spatial, architectural, and artistic elements of the marketplace, Romano adds new dimensions to our understanding of the evolution of the market economy and the origins of commercial capitalism and Renaissance individualism.
Markets and Moralities: Ethnographies of Postsocialism
by Ruth MandelBefore the collapse of the Eastern Bloc, private marketeering was regarded not only as criminal, but even immoral by socialist regimes. Ten years after taking on board western market-orientated shock therapy, post-socialist societies are still struggling to come to terms with the clash between these deeply engrained moralities and the daily pressures to sell and consume. This book explores the new market and its resulting contradictions in a rapidly developing Eastern Europe and Russia. Will Western fast-food industries irrevocably alter local culinary practices? What effect has the privatization of land had upon ownership and exchange? What role do new commodities play within the household? Based on original, first-hand ethnography, this book is a long-awaited addition to existing literature on post-socialist societies. It will be essential reading for students of anthropology, sociology, European and cultural studies, as well as professional groups working in Eastern Europe and Russia, including NGOs, development organizations and businesses.
Markets and Myths: Forces For Change In the European Media
by Anthony Weymouth Bernard LamizetMarket and Myths: Forces for Change in the European Media is the first introductory text to provide a detailed analysis of the European Media in five major Western European countries within the context of a theoretical framework. All forms of the mass media are covered and the impact of media policy on the political, social and cultural life of the countries concerned - Britain, France, Germany, Italy and Spain. Issues such as the continuing role of public service broadcasting and the extent to which a process of Europeanisation has occurred within the Media are examined in a clear accessible style which will make this book essential reading for all those with an interest in the European Media.