Overview
- Integrates the debate about the country of origin effect giving voice to companies, international importers and retailers
- Presents the constraints of companies in enhancing the value of the country of origin with several international marketing channels
- Investigates business challenges towards appropriating the value of the country of origin
Part of the book series: International Series in Advanced Management Studies (ISAMS)
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Table of contents (8 chapters)
Keywords
About this book
Authors and Affiliations
About the authors
Donata Vianelli is Full Professor of Marketing and Management at the University of Trieste (Italy), where she teaches international marketing and business management. She has authored more than a hundred publications on global distribution and cross-cultural consumer behavior with a focus on Europe, US and Asia.
Patrizia de Luca is Associate Professor of Marketing and Management at the University of Trieste (Italy) where she teaches marketing and marketing research. She is the author or co-author of books, chapters and articles in national and international publications. Her research interests concern marketing channels and innovation, with particular attention to the experiental and sustainable perspective.
Bibliographic Information
Book Title: International Marketing Strategy
Book Subtitle: The Country of Origin Effect on Decision-Making in Practice
Authors: Giovanna Pegan, Donata Vianelli, Patrizia de Luca
Series Title: International Series in Advanced Management Studies
DOI: https://doi.org/10.1007/978-3-030-33588-5
Publisher: Springer Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Nature Switzerland AG 2020
Hardcover ISBN: 978-3-030-33587-8Published: 06 December 2019
Softcover ISBN: 978-3-030-33590-8Published: 06 December 2020
eBook ISBN: 978-3-030-33588-5Published: 26 November 2019
Series ISSN: 2366-8814
Series E-ISSN: 2366-8822
Edition Number: 1
Number of Pages: XIII, 188
Number of Illustrations: 16 b/w illustrations, 13 illustrations in colour
Topics: International Business, Market Research/Competitive Intelligence, Business Strategy/Leadership