The SAGE Handbook of International Marketing

ISBN: 9781412934282 出版年：2009 页码：569 SAGE Publications Ltd

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