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Global Marketing Strategy
Intended for those taking an advanced course in international marketing, this book deals with issues facing today's global marketing managers. It aims to provide readers with the competitive orientation and strategies necessary for initial market entry, market expansion and global rationalization. The text is supported by numerous real-company examples, as well as six in-depth cases that consider business activities in North America, Europe and Asia.
International Marketing Research
The third edition of International Marketing Research is completely updated to reflect changes in both the structure and practice of international marketing research. Industry consolidation of research firms has accelerated as they strive to better serve global clients. The Internet has burst on to the scene as an alternative way to gather information and conduct surveys rapidly. Increasingly research is being conducted in developing countries as firms expand operations into markets such as India and China. The coverage of research in developing markets has been expanded in the third edition. In addition, to all the updates and changes, a chapter has been added that deals with conceptual and methodological issues in designing and executing research. A complete guide to modern international marketing research techniques by two pioneers in the field. Authoritative coverage of all the latest electronic research techniques.
Listening in
In Listening In, Susan Douglas explores how listening has altered our day-to-day experiences and our own generational identities, cultivating different modes of listening in different eras; how radio has shaped our views of race, gender roles, ethnic barriers, family dynamics, leadership, and the generation gap. With her trademark wit, Douglas has created an eminently readable cultural history of radio.
Beyond Hofstede
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Register, Genre, and Style
This book describes the most important kinds of texts in English and introduces the methodological techniques used to analyse them. Three analytical approaches are introduced and compared, describing a wide range of texts from the perspectives of register, genre and style. The primary focus of the book is on the analysis of registers. Part 1 introduces an analytical framework for studying registers, genre conventions, and styles. Part 2 provides detailed descriptions of particular text varieties in English, including spoken interpersonal varieties (conversation, university office hours, service encounters), written varieties (newspapers, academic prose, fiction), and emerging electronic varieties (e-mail, internet forums, text messages). Finally, Part 3 introduces advanced analytical approaches using corpora, and discusses theoretical concerns, such as the place of register studies in linguistics, and practical applications of register analysis. Each chapter ends with three types of activities: reflection and review activities, analysis activities, and larger project ideas.
Self Psychology
This collection of "comparisons and contrasts" explores Heinz Kohut's self psychology in relation to a wide-ranging group of modern thinkers, both inside and outside of analysis. Separate sections analyze self psychology alongside Freud and the first generation of psychoanalytic dissidents; British object relations theorists; and contemporary theorists like Kernberg, Mahler, Lacan, and Masterson.
Media Promotion & Marketing for Broadcasting, Cable & the Internet
This fifth edition of the successful Promotion and Marketing for Broadcasting, Cable, and the Web, 4ed takes an important, timely look at the newest media venue, the Internet. Under its new title, Media Promotion and Marketing for Broadcast, Cable and the Internet, 5ed it takes a fresh look at the industry and the latest strategies for media promotion and marketing. The book explores the scope and goals of media production from the perspectives of network and local television, cable, Internet and radio, including public broadcasting. Topics include: goals of promotion; research in promotion; on-air, print, and Web message design; radio promotion; television network and station promotion and new campaigns; non-commercial radio and television promotion; cable marketing and promotion; research and budgeting for promotion; syndicated program marketing; global and international promotion and marketing; and online marketing and promotion.
The Rise of Enlightened Sexism
Women today are inundated with conflicting messages from the mass media: they must either be strong leaders in complete command or sex kittens obsessed with finding and pleasing a man. In The Rise Of Enlightened Sexism, Susan J. Douglas, one of America's most entertaining and insightful cultural critics, takes readers on a spirited journey through the television programs, popular songs, movies, and news coverage of recent years, telling a story that is nothing less than the cultural biography of a new generation of American women. Revisiting cultural touchstones from Buffy the Vampire Slayer to Survivor to Desperate Housewives, Douglas uses wit and wisdom to expose these images of women as m...
The Mommy Myth
Now in paperback, the provocative book that has ignited fiery debate and created a dialogue among women about the state of motherhood today. In THE MOMMY MYTH, Susan Douglas and Meredith Michaels turn their 'sharp, funny, and fed-up prose' (San Diego Union Tribune) toward the cult of the new momism, a trend in Western culture that suggests that women can only achieve contentment through the perfection of mothering. Even so, the standards of this ideal remain out of reach, no matter how hard women try to 'have it all'. THE MOMMY MYTH skilfully maps the distance travelled from the days when THE FEMININE MYSTIQUE demanded more for women than keeping house and raising children, to today's not-so-subtle pressure to reverse this trend. A must-read for every woman.
