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Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of...
Persistent link: https://www.econbiz.de/10014723013
In today′s competitive travel industry, positioning the destination more effectively in the traveller′s mind has become an increasingly important strategic issue. The key to this is an understanding of the traveller′s perceptions of destinations. This study focuses on determining US...
Persistent link: https://www.econbiz.de/10014723024
Advancements in information and communication technologies have created unprecedented opportunities to services providers in both developing and developed countries. The service sector represents one of the fastest growing areas of exports in the global trade. The Internet and e‐commerce make...
Persistent link: https://www.econbiz.de/10014905042
Purpose – Internationalization of services is emerging as an important area of research as more and more service firms are going abroad in greater numbers than ever before. This special issue is an attempt to encourage and guide research in the area of internationalization of services, and...
Persistent link: https://www.econbiz.de/10014905165
Notes how marketing philosophy and practices have become increasingly important in the financial services industry. Uses a segmentation approach to understanding consumer satisfaction and dissatisfaction and choice behaviour in relation to affluence in the financial services market. Offers...
Persistent link: https://www.econbiz.de/10014905470
Describes the current scenario for maternity services. Delineates an integrative approach dealing with the information cycle and applies it to the market for obstetrical services. Discusses directions for future research and provides strategic recommendations.
Persistent link: https://www.econbiz.de/10014905538
Positioning analysis is based traditionally on customer perceptions. However, when a service depends on referrals to attract customers, positioning analysis should recognize the perceptions of the key buying influences who make referrals. Specialized or “tertiary care” hospitals depend on...
Persistent link: https://www.econbiz.de/10014905553
Considers the proliferation of products and services in the financial services industry aimed at different market segments. Highlights the affluent and nonaffluent market segments. Employs statistical analysis of survey data to evaluate the financial services eeds, attitudes, and...
Persistent link: https://www.econbiz.de/10014905759
For the past decade, the marketing of services internationally has been the fastest growing segment of global trade, important to developed and developing countries alike. Yet during this same timeframe, despite numerous calls for more research in international services marketing, there exists a...
Persistent link: https://www.econbiz.de/10014827227
Persistent link: https://www.econbiz.de/10001031360