The SAGE Handbook of International Marketing
eBook - PDF

The SAGE Handbook of International Marketing

  1. 568 pages
  2. English
  3. PDF
  4. Available on iOS & Android
eBook - PDF

The SAGE Handbook of International Marketing

About this book

Over the past two decades; the nature of international marketing has faced huge change. Increasingly challenged with the unprecedented emergence of globally integrated, yet geographically scattered activities multinational marketing has had to respond accordingly. The SAGE Handbook of International Marketing brings together the fundamental questions and themes that have surfaced and promises to be an essential addition to the study of this critical subject area.

In an internationally minded and detailed analysis, the contributors seek to examine the state of the art in research in international marketing, with particular emphasis on the conceptual framework and theory development in the field. Looking at new research, formative and fundamental literature and the nature of strategic alliance and global strategy, this timely and comprehensive handbook offers the reader a compelling examination of the central concerns of marketing for an international community.

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Yes, you can access The SAGE Handbook of International Marketing by Masaaki Kotabe, Kristiaan Helsen, Masaaki Kotabe,Kristiaan Helsen in PDF and/or ePUB format, as well as other popular books in Business & Management. We have over one million books available in our catalogue for you to explore.

Information

Publisher
SAGE Publications Ltd
Year
2009
Print ISBN
9781412934282
eBook ISBN
9781446206737
Edition
1
Topic
Business
Subtopic
Management
Index
Business

Table of contents

  1. COVER
  2. Contents
  3. About the Contributors
  4. Preface
  5. Overview
  6. 1 Theoretical Paradigms, Issues, and Debates
  7. SECTION 1 - Changing Market Environments
  8. 2 The Ancient Road: An Overview of Globalization
  9. 3 The Changing Global Political and Institutional Environment
  10. 4 Marketing and the Global Legal Environment
  11. SECTION 2 - Consumer Behavior Research
  12. 5 Consumer Cognition Across Cultures
  13. 6 Nation Equity: Country-of-Origin Effects and Globalization
  14. 7 Researching International Markets: Philosophical and Methodological Issues
  15. SECTION 3 - Changing Market Environments
  16. 8 Research into Exporting:Theoretical, Methodological, and Empirical Insights
  17. 9 International Franchising and Licensing
  18. 10 Joint Ventures and Alliances
  19. 11 Establishment Mode Choice: Acquisition versus Greenfield Entry
  20. 12 Exit Strategies
  21. SECTION 4 - Global Strategy
  22. 13 Global Competitive Marketing Strategy
  23. 14 Global Sourcing Strategy
  24. 15 Uniformity versus Conformity:The Standardization Issue in International Marketing Strategy
  25. SECTION 5 - Developing Marketing Strategy
  26. 16 International Diffusion of New Products
  27. 17 Global Branding
  28. 18 Pricing in the Global Marketplace
  29. 19 Global Communications
  30. 20 Global Channels of Distribution
  31. 21 Global Trends in Grocery Retailing
  32. 22 International Salesforce Management
  33. SECTION 6 - Emerging Issues in Global Marketing
  34. 23 The Internet and International Marketing
  35. 24 Organizational Heritage, Institutional Changes and Strategic Responses of Firms from Emerging Economics
  36. 25 Small Multinational Enterprises under Globalization
  37. 26 Ethics and Corporate Social Responsibility for Marketing in the Global Marketplace
  38. Index