Retail Internationalization in Emerging Countries
The Positioning of Global Retail Brands in China
(Sprache: Englisch)
The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how...
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Klappentext zu „Retail Internationalization in Emerging Countries “
The increasing internationalization of retail companies can emerge in the international retail brand management, a research gap. In the course of development that retailers will realize as a brand that always emergent research needs. This study shows how internationally operating trading company deal with these challenges, special services at the international level. These advantages are inter alia from differences in culturally influenced patterns of perception. A consideration of these differences implies a customized branding, which promises to enhance the efficiency of brand effects.
Inhaltsverzeichnis zu „Retail Internationalization in Emerging Countries “
Reciprocity between Retailer's Corporate Image and Store Image.- The Effect of Perceived Brand Globalness on Retailer Brand Equity.- The Globalness Route: How Consumer and Brand Level Factors change the Route to Success.
Autoren-Porträt von Karin Pennemann
Dr. Karin Pennemann gained her doctoral degree at the Institute for Marketing and Retailing of Trier University. Her work was acknowledged by the American Marketing Association. She works in the strategy development department of a leading international company.
Bibliographische Angaben
- Autor: Karin Pennemann
- 2013, 2013, 179 Seiten, Maße: 14,8 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Gabler
- ISBN-10: 3834944912
- ISBN-13: 9783834944917
- Erscheinungsdatum: 06.06.2013
Sprache:
Englisch
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