Handbook Of Research In International Marketing

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Jain, Subhash

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ISBN:9781840649468
Editorial: Edward Elgar
Fecha de la edición:2003
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Nº Pág.:432
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/ Marketing

The authors address the way international marketing actually functions, as well as theoretical explorations of how it should function. Some of the papers break through the bounds of traditional disciplines and methodologies to borrow whatever tools and concepts are needed for a particular inquiry. Others are less concerned with testing existing theory than with generating new insights. Still others provide results that are significant for managers. Many of the contributors are drawn to problems broad in scope and offer insights that are of considerable value for advancing the state of the art

Part I: Introduction Part II: Entry from Back Strategy Part III: Cross-Cultural Research Issues Part IV: Marketing Strategy Part V: Global Electronic Commerce Part VI: Special Topics Index