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The Sage handbook of international marketing

Author: Masaaki Kotabe; Kristiaan Helsen; Sage Publications.; Sage eReference (Online service)
Publisher: London ; Thousand Oaks : Sage, ©2009.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
International marketing underwent fundamental changes in the last two decades - The Handbook of International Marketing examines the state of the art in research in international marketing during this period.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Sage handbook of international marketing.
London ; Thousand Oaks : Sage, ©2009
(OCoLC)228362730
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Masaaki Kotabe; Kristiaan Helsen; Sage Publications.; Sage eReference (Online service)
ISBN: 9781857021004 1857021002 9780857021007 0857021001 9781446206737 1446206734
OCLC Number: 593541294
Description: 1 online resource
Contents: Chapter 1: Theoretical Paradigms, Issues, and Debates --
Chapter 2: The Ancient Road: An Overview of Globalization --
Chapter 3: The Changing Global Political and Institutional Environment --
Chapter 4: Marketing and the Global Legal Environment --
Chapter 5: Consumer Cognition Across Cultures --
Chapter 6: Nation Equity: Country-of-Origin Effects and Globalization --
Chapter 7: Researching International Markets: Philosophical and Methodological Issues --
Chapter 8: Research into Exporting: Theoretical, Methodological, and Empirical Insights --
Chapter 9: International Franchising and Licensing --
Chapter 10: Joint Ventures and Alliances --
Chapter 11: Establishment Mode Choice: Acquisition versus. Greenfield Entry --
Chapter 12: Exit Strategies --
Chapter 13: Global Competitive Marketing Strategy --
Chapter 14: Global Sourcing Strategy --
Chapter 15: Uniformity versus Conformity: The Standardization Issue in International Marketing Strategy --
Chapter 16: International Diffusion of New Products --
Chapter 17: Global Branding --
Chapter 18: Pricing in the Global Marketplace --
Chapter 19: Global Communications --
Chapter 20: Global Channels of Distribution --
Chapter 21: Global Trends in Grocery Retailing --
Chapter 22: International Salesforce Management --
Chapter 23: The Internet and International Marketing --
Chapter 24: Organizational Heritage, Institutional Changes and Strategic Responses of Firms from Emerging Economics --
Chapter 25: Small Multinational Enterprises under Globalization --
Chapter 26: Ethics and Corporate Social Responsibility for Marketing in the Global Marketplace.
Other Titles: International marketing
Responsibility: edited by Masaaki Kotabe and Kristiaan Helsen.

Abstract:

International marketing underwent fundamental changes in the last two decades - The Handbook of International Marketing examines the state of the art in research in international marketing during this period.

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