The SAGE Handbook of International Marketing (eBook, PDF)

Redaktion: Kotabe, Masaaki; Helsen, Kristiaan

• Format: PDF

Produktbeschreibung

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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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 568
• Erscheinungstermin: 21. Juni 2012
• Englisch
• ISBN-13: 9781446206737
• Artikelnr.: 42154974

Inhaltsangabe

Overview: Theoretical Paradigms, Issues and Debates - Masaaki Kotabe and
Kristiaan Helsen
PART ONE: CHANGING MARKET ENVIRONMENTS
The Ancient Road: An Overview of Globalization - Terry Clark, Monica Hodis
and Paul D'Angelo
The Changing Global Political and Institutional Environment - Jonathan Doh
and Terrence Guay
Marketing and the Global Legal Environment - Subhash Jain and Robert Bird
PART TWO: CONSUMER BEHAVIOR RESEARCH
Consumer Cognition across Cultures - Bernd H Schmitt and Nader Tavassoli
Nation Equity: Country of Origin Effects and Globalization - D Maheswaran
and Cathy Chen
Researching International Markets: Philosophical and Methodological Issues
- V Kumar
PART THREE: MARKET ENTRY AND EXIT DECISIONS
Research into Exporting: Theoretical, Methodological and Empirical Insights
- Constantine S Katsikeas, Leonidas Leonidou and Saeed Samiee
Licensing and Franchising - Lance Brouthers and Jason Patrick McNicol
Joint Ventures and Alliances - Miguel Rivera-Santos and Andrew Inkpen
Establishment Mode Choice: Acquisition versus Greenfield Entry - Desislava
Dikova and Keith Brouthers
Exit Strategies - Masaaki Kotabe and Sonia Ketkar
PART FOUR: GLOBAL STRATEGY
Global Competitive Marketing Strategy - Michael Grund, Oliver Heil and Mark
Elsner
Global Sourcing - Masaaki Kotabe, Michael Mol and Janet Murray
Uniformity versus Conformity: The Standardization Issue in International
Marketing Strategy - Saeed Samiee, Constantine S Katsikeas and Marios
Theodosiou
PART FIVE: DEVELOPING MARKETING STRATEGY
International Diffusion of New Products - Trichy Krishnan and Suman Ann
Thomas
Global Branding - John Roberts and Julien Cayla
Pricing in the Global Market Place - Kristiaan Helsen
Global Communication - Gary Bamossy and Johny Johansson
Global Channels of Distribution - Daniel Bello and Forrest Briggs
Global Trends in Grocery Retailing - Katrijn Gielens and Marnik Dekimpe
Salesforce Management - Thomas G Brashear
PART SIX: EMERGING ISSUES IN GLOBAL MARKETING
Role of the Internet - Venky Shankar
Organizational Heritage, Institutional Changes and Strategic Responses of
Firms from Emerging Economies - Preet Aulakh and Raveendra Chittoor
Small Multinational Enterprises under Globalization - Gary Knight
Ethics and Corporate Social Responsibility for Marketing in the Global
Marketplace - Georges Enderle and Patrick E Murphy