International Marketing

This book explores the socio-economic, political and diplomatic implications of China's ongoing engagement with the Latin America region against the backdrop of an increasingly fragile global political climate. It investigates the successes of the post-pandemic era diplomacy, alongside the setbacks, as China seeks to secure and maintain her presence across the region. Ever since Xi lengthened his stewardship of China by another decade, he has been aiming to level-up the Chinese values and Sino-orientalism on the global stage. Through the Belt and Road Initiative (BRI) he expanded into the Middle East, and through natural resource veiled humanitarian relief efforts, he sought to strengthen China's hold across Africa. Only Latin America now remains. This book investigates the tentative shift in bilateral and multilateral relations, along with the possibility and likelihood of a stronger China-Latin America alliance, and the reactions of the West. The book endeavours to combine traditional academic discourse with contemporary interpretations and provides a balanced assessment of the current successes and drawbacks of the network. Making a comparative analysis of the roles of each of the Latin American nations in allowing China to fulfil this endeavour through a global vs. local approach, this book is suitable for those researching and studying contemporary Chinese strategic relations, regional studies and geo-strategy.

Over the last three decades, the Romanian economy transitioned from a centralized, nonmarket economy, that outlawed private property, to a thriving, free-market economy. During this time, it had to overcome non-marketed mentalities, the novelty of private ownership, develop a civil society, absorb numerous political shocks, content with the global digital revolution, and compete with foreign rivals. This book explores the marketing experiences in Romania over this period to provide insights for other developing nations, such as Asia, Africa, and South America. It provides a blend of marketing concepts and analytical tools as well as case studies. It explores such topics as artificial intelligence, neuromarketing, introduction to international marketing, relationship marketing, sports marketing, retail marketing, marketing in family businesses, and tourism marketing, to name a few. This book is useful for researchers, scholars, academics, students and practitioners interested in international marketing and marketing strategy, particularly for developing nations.

This edited collection - the first of a two volume work - explores how businesses react and adapt to turbulent business environments. Compiled from the best papers presented at the 17th Annual Euromed Academy of Business (EMAB) Conference, it argues that turbulence and its constituent crises are not just challenging situations for businesses, but are also agents of transformation and evolution in the development of organizations, industries, and markets.  With perspectives from across the field of business, Volume 1 places special emphasis on strategic, management and marketing adaptations, and presents the evolutionary direction of an array of organisational typologies across industries and regions, covering Multinational Corporations (MNCs), Small and Medium Enterprises (SMEs), family, and start-up companies.

The edited collection - the second of a two-volume work - explores how businesses react and adapt to turbulent business environments. Compiled from the best papers presented at the 17th Annual Euromed Academy of Business (EMAB) Conference, it argues that turbulence and its constituent crises are not just challenging situations for businesses, but are also agents of transformation and evolution in the development of organizations, industries, and markets.  With perspectives from across the field of business, Volume 2 explores the contextual transformations and considerations arising from social, technological and other advancements, the inexorable turbulence they create, and their impact on business.