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Volume 15 of "Advances in International Marketing" explores the current research in international service marketing through the eyes of scholars from eight different countries on three continents. A truly international perspective emerges on the nature of service marketing across borders, as well as the internationalization strategies of service providers. Specifically, emphasis is placed on: service relationships across borders; methodological issues of international service marketing research; service internationalization and modes of entry; and new international services. Each chapter expands the conceptual context and consequences of internationalization. This collection of articles also serves as a point of departure for future research on international service marketing and the internationalization of services. In the tradition of the "Advances in International Marketing" series, each contribution offers extended conceptual development and a detailed discussion beyond what is typically offered in research papers. At the same time, practitioners should find critically relevant inspiration and ideas on how to define, implement, and evaluate their strategy and operations when delivering services across borders.
Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed-decades before there was any written theory about marketing.
This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen.
All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.
Geospace features highly dynamic populations of charged particles with a wide range of energies from thermal to ultra-relativistic. Influenced by magnetic and electric fields in the terrestrial magnetosphere driven by solar wind forcing; changes in the numbers and energies of these particles lead to a variety of space weather phenomena, some of which are detrimental to space infrastructure. This book presents an overview of the latest discoveries and current scientific understanding of the coupling of electromagnetic waves and charged particles during magnetic storms, and explains the observed dynamics of these particle populations. The book furthermore includes investigations relevant to understanding and forecasting this space environment and the adverse impacts of space weather.
Promotional Marketing Law: A Practical Guide - previously titled as Sales Promotion and Direct Marketing Law: A Practical Guide - offers comprehensive advice on the UK law relating to sales promotion. The book highlights key developments and will help to avoid possible legal pitfalls with its straightforward, no-nonsense advice. It uses a question and answer format for quick reference, saving valuable time. Covering questions regularly raised by sales promotion and marketing professionals, the book is based on many years of practical UK experience on the part of the author. It will ensure that all promotions and campaigns adhere to the UK's current legal guidelines.
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