... and places the articles in context. Findings This paper outlines the different marketing strategies that can be employed when expanding into international markets. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best...

... the very best, most pertinent information and presenting it in a condensed and easy-to-digest format © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Luxury marketing Luxury branding International marketing Luxury brands are products or services...

... of how quickly things have developed. In 2010, social media was in its infancy – Twitter had 30 million active monthly users compared to over 300 million by the end of the decade, and Instagram only appeared for the first at the end of that year. For marketing, and certain international marketing...

... executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and an easy-to-digest format. Social media Advertising International marketing Social marketing To borrow an analogy from George Berkeley, if a tweet...

... International marketing Anyone who visited Japan in the 1980s or 1990s will tell you the shock they felt when they saw the peculiar site of a huge US or European star putting their name to something as mundane as cheap cigarettes or a brand of soda. In the pre‐Internet era, it was all too easy...

... and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format. © Emerald Group Publishing Limited 2011 Branding International marketing Brand management Marketing strategy Let China sleep...

... of these markets. © Emerald Group Publishing Limited 2010 Markets International marketing Dr Sull is a Professor of Management Practice in Strategic and International Management at the London Business School. Sull has published four books and over 100 articles, book chapters, and case studies...

...R. Saunders © Emerald Group Publishing Limited 2010 --> Brand management Globalization International marketing Marketing strategy Strategic marketing Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 5 Saunders R. Admap (UK), December...

... Limited 2010 Brand awareness Electronic mail Marketing strategy International marketing Technology and globalization have, paradoxically, combined to make the world both smaller and larger as far as many companies are concerned. It's a smaller world in the sense that the worldwide...

... the quality of its products to attract more quality‐conscious consumers. © Emerald Group Publishing Limited 2010 Brands Innovation Marketing strategy International marketing Global food markets In the 1980s, leading US food manufacturing firms could easily differentiate products using...

...A.H. Kirca © Emerald Group Publishing Limited 2010 --> International marketing Market orientation Marketing strategy National cultures Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 1 Kirca A.H. , Cavusgil S.T. , Hult G.T.M...

... to develop a simulation of the technology and hope soon to take it to the world's largest car manufacturers. © Emerald Group Publishing Limited 2009 Carbon Climatology International marketing Innovation Investments Small to medium‐sized enterprises Within the European Union (EU...

... profitability suffered. Distribution and quality problems exacerbated the difficulties the company had in expressing itself coherently across international markets, and consumers adopted the brand reluctantly. In international markets, the brand proved unpopular due to its inadequate expression in marketing...

... Chinese characters literally mean “being delicious, being happy.” China International marketing Worldwide web Coca Cola has overcome the problem of global/local dichotomy by creating a strategy which has been described as “glocal”. This has enabled them to combine the best of both global...

...Matthew J. Robson Purpose To investigate the state of the international marketing literature in terms of its ability to offer managers with fine‐grained insights into marketing strategy effectiveness. Design/methodology/approach Conceptual study based on insights into advances...

... a turnaround is planned, based on a three‐year programme of store refurbishment and expansion and the launch of new products. Brands Brand image Globalization International marketing Business development The days are long gone when brands were merely names given to products so you could tell...

... in managing overseas expansion. International marketing Retailing Franchising Middle East The Debenhams chain, branded as “Britain’s favorite department store”, has 100 stores in the UK and Ireland. Its consistent high performance is based on own brand ranges and its “Designers at Debenhams...

... helped by PepsiCo’s innovative brand equity measurement model that was developed last decade. © MCB UP Limited 2002 International marketing brand equity Brands National cultures After entering the Indian market in 1989, PepsiCo finally looks set to break even. However...