Newer Insights into Marketing analyzes and investigates international marketing strategies to determine effective marketing practices of businesses in the global arena. Containing case studies, tables, charts, and evaluations of specific marketing campaigns, this book allows marketers and market researchers to learn from the achievements and mistakes of other international companies.

Camille P Schuster, Phil Harris

Contents
Examining Culture from Both Sides of the Pond

• Managing Interfirm Adaption Processes: An Examination of Case Study Evidence from the European Telecommunications Industry
• A Cross-Cultural Study of Juvenile Response to Anti-smoking Advertisements
• Intergenerational and Cultural Differences in Materialism: An Empirical Investigation of Consumers from France and the USA
• The Model of Professionals? Political Marketing in the United States and the Prospects of Americanization of Global Campaigning
• Index
• Reference Notes Included