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.
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.
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The 1994 Cargese Summer Institute on Frontiers in Partide Physics was organized by the Universite Pierre et Marie Curie, Paris (M. Levy), the Ecole Normale Superieure, Paris (J. Iliopoulos), the Katholieke Universiteit Leuven (R. Gastmans), and the Uni- versite Catholique de Louvain (J. -M. Gerard), which, since 1975, have joined their efforts and worked in common. It was the eleventh Summer Institute on High Energy Physics organized jointly at Cargese by three of these universities. Severa! new frontiers in partide physics were thoroughly discussed at this school. the new euergy range in deep-iuelastic electron-proton scattering is beiug In particular, explored by HERA (DESY, Hamburg), and Professor A. De Roeck described the first results from the H1 and Zeus experiments, while Professors A. H. Mueller aud Z. Kuuszt discussed their relevance from the theoretical point of view. Also, the satellite exper- iments offer new possibilities for exploring the links between astrophysics, cosmology, and partide physics. A critica] a. nalysis of these experiments was performed by Pro- fessor B. Sadoulet, and Professor M. Spiro made the connection with the results from earth-based neutrino experiments. Finally, much attentiou was giveu to the latest re- sults from the TEVATRON (Fermilab, USA), showing further evidence for the loug awaited top quark. Professor A. Tollestrup gave a detailed presentation of these results aud discussed their importance for the Standard Model.
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