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  • Book
  • © 2013

Retail Internationalization in Emerging Countries

The Positioning of Global Retail Brands in China

Authors:

  1. Karin Pennemann

    1. , Fachbereich VI, Universität Trier, Trier, Germany

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  • Publication in the field of economic sciences
  • Includes supplementary material: sn.pub/extras

Part of the book series: Handel und Internationales Marketing Retailing and International Marketing (HIM)

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Table of contents (5 chapters)

  1. Front Matter

    Pages I-XIX
    PDF

  2. Introduction

    • Karin Pennemann
    Pages 1-22

  6. Final Remarks

    • Karin Pennemann
    Pages 125-137

  7. Back Matter

    Pages 139-179
    PDF
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About this book

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.
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Authors and Affiliations

  • , Fachbereich VI, Universität Trier, Trier, Germany

    Karin Pennemann

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About the author

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.

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Bibliographic Information

  • Book Title: Retail Internationalization in Emerging Countries

  • Book Subtitle: The Positioning of Global Retail Brands in China

  • Authors: Karin Pennemann

  • Series Title: Handel und Internationales Marketing Retailing and International Marketing

  • DOI: https://doi.org/10.1007/978-3-8349-4492-4

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2013

  • Softcover ISBN: 978-3-8349-4491-7Published: 06 June 2013

  • eBook ISBN: 978-3-8349-4492-4Published: 30 May 2013

  • Series ISSN: 2626-3327

  • Series E-ISSN: 2626-3335

  • Edition Number: 1

  • Number of Pages: XIX, 179

  • Number of Illustrations: 18 b/w illustrations

  • Topics: Marketing

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Buy it now

eBook USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

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