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This book examines and emphasizes the differences in marketing research designs across cultures, paying attention to differences between international consumers and cultural norms that affect marketing initiatives, and several factors for consideration in international marketing research. This book argues that the right marketing research supports faster decisions lowering the risk with the measurable parameters and drives competitive sustaina...

Explaining consumer behavior today appears to be more complex than interpreting the conventional paradigm of perceptions, attitude, and behavior led by the classical cognitive theories. As the marketplace environment is changing rapidly in the twenty-first century following the growth of innovation, technology, market communications, and changing socio-cultural patterns, consumer behavior is largely driven by emotions, peer influence, and perc...

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Globalisation can be described as the combined influences of trade liberalisation, market integration, international finance and investment, technological change, the increasing distribution of production across national boundaries and the emergence of new structures of global governance. The global market place equipped with the application of global communications has become the focus of the global business arena that makes the world markets...

In a competitive marketplace, selling is performed using scientific methods of product presentation, advertising and various approaches drawn to ease the customer into confidence. A firm begins to sell its products in a competitive marketplace and thrives continuously on acquiring new customers, launches new product lines or services in order to gain competitive advantage, retain the existing customers, enhance customer value, and gain competi...

Several emerging market economies have experienced large and persistent trade deficits following the liberalisation reforms of the late 80s and early 90s. The Argentine experience has endorsed the extent to which trade imbalances in the 1990s resulted from income and relative price movements were associated with structural changes from shifts in foreign trade elasticity during the reforms period. One of the studies on Latin American trade issu...

Building a powerful brand requires determining the tangible characteristics of the offerings that carry the brand name and the benefits the customers accrue from those benefits and the psychological or emotional benefits of the products. This notion may be described as what 'value' means to a typical loyal customer, and what, ultimately, is the essential nature and character of the brand over time. Brand Management is an advanced marketing cou...

There is a fast change observed in the world markets resulting into the new emerging markets across the countries. In this century China, India and Latin America and the emerging market based economies in Eastern Europe promise new opportunities for global trade. The European Union provided an outlet, initially for unskilled-labour intensive products of Central and Eastern European countries and more recently for skilled-labour intensive and t...