The 21st century has brought about many changes in the economic realm due to acceleration of globalization. The competitive landscape in numerous areas must always be reinvented to account for these changes, therefore making different marketing efforts a requirement for long-term success.

The Handbook of Research on Effective Marketing in Contemporary Globalism provides readers with an understanding of the importance of marketing products and services across different cultures and languages in an era of high global competition. Intensified globalization, shifting demographics, and rapid innovations in technology and productivity solidify this publication’s importance to scholar-practitioners, business executives, and undergraduate/graduate students.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

Branding and Brand Equity
Business and Product Life Cycles
Convergence/Divergence Theory
Cultural Intelligence (CQ)
Guerilla Marketing
International Marketing
Strategic Marketing Management

Reviews & Statements

Each chapter seems to help satisfy, yet enhance, conventional marketing practices, while the underwritten approach is the use of global synergies toward the establishment of global portfolios. This handbook of research is distinctive because the authors seem to assist the learning process by segmenting the 21 chapters into niche strategies, relevant examples, and a wide variety of illustrations supported by either empirical data or primary case studies. Whether the handbook is used as a case-oriented approach or is read for particular case-based environments, the reader will not be disappointed by structure or content. The text is as much practical as it is wide-ranging, because it tackles highly crafted chapter titles, yet each contributes to the ever-changing field of global marketing.

– Dr. Teresa Martinelli-Lee, University of La Verne

In this sequel toTranscultural Marketing for Incremental and Radical Innovation, business and management scholars from across the globe offer 21 chapters on marketing in the global environment. They address innovation in logistics; the role of innovation in strategic international marketing; the role of culture, motivation, and ethnic consumer behavior; the creation of a culturally sensitive marketing strategy for diffusion of innovation using Hofstede's dimensions of national culture; sales forecasting practices in small-scale manufacturing plants in Macedonia; the role of internal marketing through knowledge management in the non-profit sector; and transcultural understanding in business communications in Korea and the US.

– ProtoView Book Abstracts (formerly Book News, Inc.)

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Editor/Author Biographies

Bryan Christiansen is the Chief Executive Officer of Tactical Systems, LLC in Indiana, USA. A former business lecturer at universities in Turkey, Russia, and the USA, he has traveled to 41 countries where he has conducted international business since 1985 in multiple languages and various industries with Global 500 firms and smaller. Christiansen received his Bachelor of Science degree in Marketing at the University of the State of New York in 1996 and his MBA degree at Capella University in 2003. The author of 20 Reference books on business, economics, and psychology, he is currently working on his Doctor of Business Administration degree at Middlesex University in London, England and is expected to graduate in 2020.

Salih YILDIZ was born in Trabzon-Surmene on 06/08/1982. He graduated from Of Merkez Primary School and then Surmene Hasan Sadri Yetmisbir Anatolian High School. In 2000, he started Karadeniz Technical University, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. He graduated in 2004 and continued his studies at Karadeniz Technical University, at the Institute of Social Sciences, Department of Master of Business Administration in the same year. In 2005, he started working at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration as a Research Assistant at the Faculty of Economics and Administrative Sciences, Department of Business Administration. After getting his Master’s degree in 2007, he began his Ph.D. at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration. In 2009, he transferred to Gumushane University as a lecturer, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. He served as the Deputy Head of Department between the years 2010 and 2011. After completing his Ph.D., he started working at Gumushane University where he currently works as an Assistant Professor at the Faculty of Economics and Administrative Sciences, Department of Business Administration since 2011.

Emel YILDIZ was born in Trabzon on 08/07/1984. She graduated from Arakli Merkez Primary School and then Surmene Hasan Sadri Yetmisbir Anatolian High School. In 2002, she started Karadeniz Technical University, at the Faculty of Economics and Administrative Sciences, Department of Business Administration. She graduated in 2006 and continued her studies at Karadeniz Technical University, at the Institute of Social Sciences, Department of Master of Business Administration in the same year. After completing her Master’s Degree, in 2009 she started working at Gumushane University as a Research Assistant at the Faculty of Economics and Administrative Sciences, Department of Business Administration. In the same year, she began her Ph.D. at Karadeniz Technical University, Institute of Social Sciences, Department of Business Administration. After completing her Ph.D. in 2013, she started working at Gumushane University where she currently works as an Assistant Professor at the Faculty of Economics and Administrative Sciences, Department of Human Resources Management.

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