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.
Two-thirds of rapid-growth firms use written business plans, according to Price, Waterhouse, Coopers 1998 Trendsetter Barometer. The survey also states that firms with written plans grow faster, achieve a higher proportion of revenues from new products and services, and enable CEOs to manage more critical business functions.
Actual case histories - from companies such as Campbell Soup, Co., Texas Instruments, Inc., and Quaker State Corp. - illustrate how business-building opportunities translate into strategies and tactics. They demonstrate the compelling relationship between internal organizational functions and external market conditions, the long- and short-term strategic marketing issues and the advantages of developing an SMP.
Given the current changes in the social, political, and economic environments in which health care is delivered, public health practitioners at all levels of government and in the private sector must run effective campaigns to change individual behavior, improve social and economic conditions, advance social policies, and compete successfully for public attention and resources. Marketing Public Health: Strategies to Promote Social Change, Second Edition is designed to help students and practitioners of public health understand basic marketing principles and strategically apply these principles in planning, implementing, and evaluating public health initiatives. Key Features: Only book on marketing tailored specifically for the public health environment. Written at a level appropriate for students new to marketing and/or public health; however, it covers many topics in greater depth making it relevant for current practitioners. Informed both by changes in the marketing environment and also by the latest thinking among marketing and social marketing researchers and practitioners. Emphasizes using marketing approaches for "upstream" changes in policy and legal, economic, and social environments as well as addressing the traditional "downstream" use of social marketing to help individuals change their own health behaviors. Includes all-new case studies, written by respected and well-known guest contributors from the front lines, that illustrate the principles and strategies in a way that makes it immediately apparent to the reader how the material can be used in modern, real-life public health campaigns. Uses many examples from areas of public health interest that have arisen only in the past few years (e.g., bioterrorism, SARS, West Nile virus). Thoroughly discusses current themes in marketing, such as branding; building relationships with audiences; ensuring audience self-interest; and process and outcome evaluation-all presented in detail from the standpoint of the public health practitioner. Presents a solid marketing approach, including well-developed sections on communications but also providing guidance on how to manage pricing, distribution, and development of product or service offerings. Includes worksheets, a suggested reading list, and, where appropriate, references to other books that cover selected topics in greater depth.
?This volume includes the full proceedings from the 1981 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida with the theme The 1980's: A Decade of Marketing Challenges. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, industrial marketing, and international marketing, among others.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
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