Kristiaan Helsen & Masaaki Kotabe 
The SAGE Handbook of International Marketing [PDF ebook] 

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.

Daftar Isi

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 Mc Nicol

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

Tentang Penulis

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.