Download E-books International Marketing and the Country of Origin Effect: The Global Impact of 'Made in Italy' PDF

By Giuseppe Bertoli

The rustic of starting place of products and prone could have optimistic or unfavorable impact on buyers' intentions to buy. This ebook analyzes the impression of this impact at the foreign improvement of Italian businesses in rising markets.

The chapters check with quite a lot of concerns, together with made-in results in terms of ethnocentrism and to company social accountability in small and medium-sized corporations; the interactions and synergistic results among product-related made-in photos and the pictures of areas as tourism locations; distribution channel matters; 'made-in issues' relating to rising markets; and a overview of the correct literature on state of starting place results. The participants suggest concepts and instruments that businesses may leverage to enhance their foreign advertising and marketing and recommend guidelines that may advance those efforts.

This unique paintings will end up to be a precious source for college students and researchers of overseas advertising and method in addition to coverage makers.

Contributors: B. Balboni, L. Battaglia, G. Bertoli, G. Bortoluzzi, T. Bursi, E. Cedrola, A. De Chiara, P. de Luca, A. De Nisco, B. Francioni, S. Grappi, G. Mainolfi, V. Marino, E. Martinelli, M. Matarazzo, F. Musso, M.R. Napolitano, A. Pagano, T. Pucci, R. Resciniti, C. Simoni, D. Vianelli, M. Vignola, L. Zanni

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