The SAGE Handbook of International Marketing

Inbunden, Engelska, 2009

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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.

Produktinformation

Utgivningsdatum2009-01-05
Mått174 x 246 x 36 mm
Vikt1 190 g
FormatInbunden
SpråkEngelska
Antal sidor568
Upplaga1
FörlagSAGE Publications
ISBN9781412934282

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Masaaki "Mike" Kotabe holds the Washburn Chair Professorship in International Business and Marketing, and is Director of Research at the Institute of Global Management Studies at the Fox School of Business and Management at Temple University. He currently serves as the Editor of the Journal of International Management. Prior to joining Temple University in 1998, he was Ambassador Edward Clark Centennial Endowed Fellow and Professor of Marketing and International Business at the University of Texas at Austin. Dr. Kotabe served as the Vice President of the Academy of International Business in 1997-98. In 1998, he was elected a Fellow of the Academy of International Business for his significant contribution to international business research and education. He has written over 100 scholarly publications. His research work has appeared in such journals as the Journal of International Business Studies, Journal of Marketing, Strategic Management, and Academy of Management Journal.

Overview: Theoretical Paradigms, Issues and Debates - Masaaki Kotabe and Kristiaan HelsenPART 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 GuayMarketing and the Global Legal Environment - Subhash Jain and Robert BirdPART TWO: CONSUMER BEHAVIOR RESEARCH Consumer Cognition across Cultures - Bernd H Schmitt and Nader TavassoliNation Equity: Country of Origin Effects and Globalization - D Maheswaran and Cathy ChenResearching International Markets: Philosophical and Methodological Issues - V KumarPART THREE: MARKET ENTRY AND EXIT DECISIONS Research into Exporting: Theoretical, Methodological and Empirical Insights - Constantine S Katsikeas, Leonidas Leonidou and Saeed SamieeLicensing and Franchising - Lance Brouthers and Jason Patrick McNicolJoint Ventures and Alliances - Miguel Rivera-Santos and Andrew Inkpen Establishment Mode Choice: Acquisition versus Greenfield Entry - Desislava Dikova and Keith BrouthersExit Strategies - Masaaki Kotabe and Sonia KetkarPART FOUR: GLOBAL STRATEGY Global Competitive Marketing Strategy - Michael Grund, Oliver Heil and Mark ElsnerGlobal Sourcing - Masaaki Kotabe, Michael Mol and Janet MurrayUniformity 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 ThomasGlobal Branding - John Roberts and Julien CaylaPricing in the Global Market Place - Kristiaan HelsenGlobal Communication - Gary Bamossy and Johny JohanssonGlobal Channels of Distribution - Daniel Bello and Forrest Briggs Global Trends in Grocery Retailing - Katrijn Gielens and Marnik DekimpeSalesforce Management - Thomas G Brashear PART SIX: EMERGING ISSUES IN GLOBAL MARKETING Role of the Internet - Venky ShankarOrganizational Heritage, Institutional Changes and Strategic Responses of Firms from Emerging Economies - Preet Aulakh and Raveendra ChittoorSmall Multinational Enterprises under Globalization - Gary KnightEthics and Corporate Social Responsibility for Marketing in the Global Marketplace - Georges Enderle and Patrick E Murphy