The Sage Handbook of International Marketing

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The Sage Handbook of International Marketing

Format:  Hardcover,

548 pages

Publisher: Sage Pubns

Publish Date: Jan 2009

ISBN-13: 9781412934282

ISBN-10: 1412934281

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Book Information

The following content was provided by the publisher.
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.

Specifications

Editor:
Publisher: Sage Pubns
Publish Date: Jan 2009
ISBN-13: 9781412934282
ISBN-10: 1412934281
Format: Hardcover
Number of Pages: 548
Shipping Weight (in pounds): 2.6
Product in Inches (L x W x H): 7.2 x 1.6 x 9.6

Chapter outline

Overview: Theoretical Paradigms, Issues and Debates
Changing Market Environments
The Ancient Road: An Overview of Globalization
The Changing Global Political and Institutional Environment
Marketing and the Global Legal Environment
Consumer Behavior Research
Consumer Cognition across Cultures
Nation Equity: Country of Origin Effects and Globalization
Researching International Markets: Philosophical and Methodological Issues
Market Entry and Exit Decisions
Research into Exporting: Theoretical, Methodological, and Empirical Insights
Licensing and Franchising
Joint Ventures and Alliances
Establishment Mode Choice: Acquisition versus Greenfield entry
Exit Strategies
Global Strategy
Global Competitive Marketing Strategy
Global Sourcing
Uniformity versus Conformity: The Standardization Issue in International Marketing Strategy
Developing Marketing Strategy
International Diffusion of New Products
Global Branding
Pricing in the Global Market Place
Global Communication
Global Channels of Distribution
Global Trends in Grocery Retailing
Salesforce Management
Emerging Issues in Global Marketing
Role of the Internet
Organizational Heritage, Institutional Changes and Strategic Responses of Firms from Emerging Economies
Small Multinational Enterprises under Globalization
Ethics and Corporate Social Responsibility for Marketing in the Global Marketplace

Book description

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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