全部文献期刊学位论文会议报纸专利标准年鉴图书|学者科研项目
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作者:Tore Kristensen , Gorm Gabrielsen , Eugene D. Jaffe
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (2), pp.61-77TP
摘要:Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar con...
作者:Keith Walley , Paul Custance , Tan Feng ...
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (2), pp.78-98TP
摘要:The Chinese food market is very large and represents a significant opportunity for overseas companies. If this opportunity is to be exploited, however, there is still a need to understand the Chinese consumer’s response to production by different countries of origin. The pur...
作者:Marina Ochkovskaya , Valentina Gerasimenko , Maria Rybalko
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (2), pp.99-111TP
摘要:The study investigates the peculiarities of place branding for Moscow. Recently the numbers of foreign tourists visiting Moscow have increased but the majority of them are over 40 years old. Since the population of most Western countries is ageing, this seems to be a conducive tr...
作者:Ibrahim Sirkeci
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (2), pp.112-113TP
摘要:Bickhoff, N., Hollensen, S., & Opresnik, M. (2014). The Quintessence of Marketing: What You Really Need to Know to Manage Your Marketing Activities. Springer.Bickhoff, Hollensen and Opresnik have posed the critical question again: What do marketers really need to know? The Qu...
作者:Anna Marie Dyhr Ulrich , Svend Hollensen
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (1), pp.1-19TP
摘要:The aim of this article is to investigate the relevance of an alternative entry mode, the incubator concept. Such an alternative entry mode like the so-called incubator is increasingly being used as a shortcut or bridge to a distant market. In-depth qualitative research on a...
作者:Helena A. Williams , Robert L. Williams Jr. , Maktoba Omar
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (1), pp.21-37TP
摘要:This paper examines infrastructure considerations and the significance of co-creation and co-branding within the Culinary Transnational Gastronomic Tourism Industry. Gastronomic Tourists crave hands-on immersion into regional food cultures. For the gastro-tourist, where expe...
作者:Subrat Sarangi , Sanjay Patro , Ravi Shekhar Kumar
来源:[J].Transnational Marketing Journal, 2014, Vol.2 (1), pp.39-60TP
摘要:The paper focuses on studying the impediments for new entrants into emerging markets from a perspective of the African economies and proposes a conceptual framework for a sustainable distribution system. While there is a lot of research on emerging economies, African markets have...
作者:Ibrahim Sirkeci
来源:[J].Transnational Marketing Journal, 2013, Vol.1 (1), pp.1-4TP
摘要:Transnational Marketing Journal is a new scholarly, peer-reviewed journal is dedicated to disseminating high quality contemporary research into transnational marketing practices and scholarship while encouraging critical approaches in the development of marketing theory and ...
作者:Jessica Lichy , Kevin Pon
来源:[J].Transnational Marketing Journal, 2013, Vol.1 (1), pp.5-21TP
摘要:Contemporary notions of marketing - such as international subcultures, the Information Society and the global village - would lead us to believe that consumers have access to and consume an abundance of products from different countries. In the light of increasing standardis...
作者:Nathalia C. Tjandra , Maktoba Omar , Robert L. Williams, Jr. ...
来源:[J].Transnational Marketing Journal, 2013, Vol.1 (1), pp.22-40TP
摘要:With approximately 1.38 billion, Generation Y are currently in the job market or about to enter the job market, they are increasingly taking over the spending power of the previous generation, the Baby Boomers. The purpose of this qualitative study was to explore the impact ...

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