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 Negocios y empresa & Marketing internacional. We have over one million books available in our catalogue for you to explore.

Information

Publisher

SAGE Publications Ltd

Year

2009

ISBN

9781446206737

Edition

Topic

Negocios y empresa

Subtopic

Marketing internacional

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