Volume 15 of "Advances in International Marketing" explores the current research in international service marketing through the eyes of scholars from eight different countries on three continents. A truly international perspective emerges on the nature of service marketing across borders, as well as the internationalization strategies of service providers. Specifically, emphasis is placed on: service relationships across borders; methodological issues of international service marketing research; service internationalization and modes of entry; and new international services. Each chapter expands the conceptual context and consequences of internationalization. This collection of articles also serves as a point of departure for future research on international service marketing and the internationalization of services. In the tradition of the "Advances in International Marketing" series, each contribution offers extended conceptual development and a detailed discussion beyond what is typically offered in research papers. At the same time, practitioners should find critically relevant inspiration and ideas on how to define, implement, and evaluate their strategy and operations when delivering services across borders.
Between 1815 and 1890, the German book market experienced phenomenal growth, driven by German publishers' dynamic entrepreneurial attitude towards developing and distributing books. Embracing aggressive marketing on a large scale, they developed a growing sense of what their markets wanted. This study, based almost entirely upon primary sources including over seventy years of trade newspapers, is an in depth account of how and why this market developed-decades before there was any written theory about marketing.
This book is therefore about both marketing practice and marketing theory. It provides a uniquely well-researched account of how markets were developed in very sophisticated ways long before there was a formal discipline of marketing: for example, German publishers used segmentation at least 150 years before the first US articles on the subject appeared. Much of their experience was also shared by the UK and US book markets through international interactions between booksellers and other businessmen.
All scholars of marketing will find this historical account a fascinating insight into markets and marketing, This will also be of interest to social historians, scholars of German history, book trade and book trade historians.
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Many nanomaterials exhibit anti-microbial properties and demand for such materials grows as new applications are found in such areas as medicine, environmental science and specialised coatings. This book documents the most up to date research on the area of nanoparticles showing anti-microbial activity and discusses their preparation and characterisation. Further materials showing potential anti-microbial properties are also discussed. With its user-friendly approach to applications, this book is an excellent reference for practical use in the lab. Its emphasis on material characterisation will benefit both the analytical and materials scientist. Frequent references to the primary literature ensure that the book is a good source of information to newcomers and experienced practitioners alike. Chapters devoted to nanoparticles, microbial impacts on surfaces and molecular biology will be essential reading, while chapters on characterisation ensure this book stands out in the field. .
The physical environment--its preservation, protection, and conservation--has become an urgent agenda for international marketers. Many marketing professionals have acknowledged that, in order to succeed, it is crucial that they integrate environmental considerations into their marketing strategies. Green Marketing in a Unified Europe gives marketing professionals insight into the opportunities available to competitively position themselves in the green environment, providing some companies with a much-needed strategic boost.Addressing the issue of green marketing at empirical and conceptual levels, contributors to Green Marketing in a Unified Europe give readers examples of how green marketing can be effectively integrated into international marketing. Chapters reveal green marketing's repercussions on the corporate world, on governments and governmental agencies, and on societies. Marketing professionals learn the specifics of:
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