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Written by a team of renowned experts in the field, Marketing: A Critical Textbook provides a unique introduction and overview of critical approaches to marketing.Ideally suited to advanced students of marketing, the book uses examples and 'real world' case studies to illustrate and discuss major alternative and critical perspectives on the subject, enabling students to constructively question the conventional assumptions, concepts and models with which they are already familiar.- Explains and debates key concepts in a clear, readable and concise manner.- Provides practical and innovative demonstrations of abstract and difficult concepts through classroom exercises and individual and group activities.- Includes a glossary of critical marketing terms.- Additional material on the companion website, including a full Instructor's Manual and free access to full-text journal articles for students.
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.
During the years since this book was first published in 1993 there have very few developments in the technology of magnetic particle inspection apart from improvements in instrumentation which has made the measurement of peak values of time varying currents practicable. The major changes have arisen from health and safety and environmental concerns. These involve chemicals and exposure of personnel to air-borne electromagnetic fields and long wave ultraviolet (UY.A). The changes in the acceptability of certain volatile halogenated hydrocar- bons which led to the banning of 1, 1, 1 thichloroethane in 1995 were evident in 1993. The present discussions concerning the emissions of volatile organic compounds (VOCs) in general was also current and has now reached a stage where the effects of these deliberations will become evident over the next few years. Concerns over the exposure of personnel to airborne electromagnetic fields has been current for some years as has discussions to the effects of long wave ultraviolet (UY.A) on human skin. Recommendations as to maximum permit- ted exposures over periods of time to both of these phenomena have been put forward and will doubtless form the basis of future legislation on the matter. A number of new specifications have appeared notably EN (European) and ISO specifications and some of these are still in preparation. Generally their impact will be minimal since these specifications are largely derived from existing documentation.
Aimed at both graduate and undergraduate students majoring in business administration and in other fields of social sciences, Qualitative Marketing Research unpacks the emerging cultural approach in the field of marketing and consumer research and provides an interesting and informed study for anyone interested in cultural approaches to economic and social theory. The book also provides insights for MBA students and other business professionals who work in the field of marketing, advertising, media planning and qualitative market research, offering methodological resources for keeping professional skills up to date and help with designing and conducting relevant and skillful market research which is sensitive to the cultural dynamics of the marketplace behaviour.
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