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The SAGE Handbook of International Marketing
Edited by:
- Masaaki Kotabe - Temple University, USA
- Kristiaan Helsen - Hong Kong University of Science and Technology, Hong Kong, China
January 2009 | 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.
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.
Masaaki Kotabe and Kristiaan Helsen
PART ONE: CHANGING MARKET ENVIRONMENTS
Terry Clark, Monica Hodis and Paul D’Angelo
Jonathan Doh and Terrence Guay
Subhash Jain and Robert Bird
PART TWO: CONSUMER BEHAVIOR RESEARCH
Bernd H Schmitt and Nader Tavassoli
D Maheswaran and Cathy Chen
V Kumar
PART THREE: MARKET ENTRY AND EXIT DECISIONS
Constantine S Katsikeas, Leonidas Leonidou and Saeed Samiee
Lance Brouthers and Jason Patrick McNicol
Miguel Rivera-Santos and Andrew Inkpen
Desislava Dikova and Keith Brouthers
Masaaki Kotabe and Sonia Ketkar
PART FOUR: GLOBAL STRATEGY
Michael Grund, Oliver Heil and Mark Elsner
Masaaki Kotabe, Michael Mol and Janet Murray
Saeed Samiee, Constantine S Katsikeas and Marios Theodosiou
PART FIVE: DEVELOPING MARKETING STRATEGY
Trichy Krishnan and Suman Ann Thomas
John Roberts and Julien Cayla
Kristiaan Helsen
Gary Bamossy and Johny Johansson
Daniel Bello and Forrest Briggs
Katrijn Gielens and Marnik Dekimpe
Thomas G Brashear
PART SIX: EMERGING ISSUES IN GLOBAL MARKETING
Venky Shankar
Preet Aulakh and Raveendra Chittoor
Gary Knight
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."
Dominican University
