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The SAGE Handbook of International Marketing
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The SAGE Handbook of International Marketing

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568 pages | SAGE Publications Ltd
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.
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 McNicol
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

"Kotabe and Helsen have assembled a strong group of contributors for their volume, which provides comprehensive, detailed coverage of international marketing.  The field of international marketing is constantly changing along with the global landscape in general, and the editors present a wealth of theoretical and conceptual information to serve as a foundation for understanding these topics."

D. Aron
Dominican University

Sample Materials & Chapters

Chapter One PDF

Chapter 1 - Theoretical Paradigms, Issues, and Debates


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Masaaki Kotabe

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... More About Author

Kristiaan Helsen

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