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International strategic management of brands and online firms : essays on perceived brand globalness, endorsed branding, and e-commerce firms' internationalizationSinning, CarolinaThe research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived ... brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms. About the author Carolina Sinning worked at the Chair for Marketing and Retailing at the University of Trier, where she received her doctoral degreeVrsta gradiva - knjiga ; neleposlovje za odrasleZaložništvo in izdelava - Wiesbaden : Springer Gabler, 2022Jezik - angleškiISBN - 978-3-658-38049-6COBISS.SI-ID - 138908931
Avtor
Sinning, Carolina
Zbirka
Retailing and international marketing
Teme
Branding (Marketing) |
International business enterprises |
Management |
Electronic commerce |
Management |
Branding (Marketing) |
Electronic commerce |
Management |
International business enterprises |
Management |
trženje |
mednarodno trženje |
blagovne znamke |
vedenje potrošnikov |
medkulturno delovanje |
internacionalizacija |
elektronsko trženje |
marketing |
international marketing |
brands |
consumer behaviour |
cross-cultural activities |
internationalization |
electronic marketing
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Knjižnica | Signatura – lokacija, inventarna št. ... | Status izvoda |
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EF, Centralna ekonomska knjižnica, Ljubljana | · Prosti p. G1 SINNING C. International strategic IN: 000252083 |
izposojeno - na dom, rok vrnitve: 27.11.2024
Predvidoma na voljo po: 28.11.2024 (1. v čakalni vrsti) |
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