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.
Mục lục
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
Giới thiệu về tác giả
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.
Thêm sách điện tử từ cùng một tác giả / Biên tập viên
260.259 Ebooks trong thể loại này
