Handbook of research in international marketing
edited by Subhash C. Jain, David A. Griffith
- Resource Type:
- E-Book
- Edition:
- 2nd ed.
- Publication:
- Northampton, Mass. : Edward Elgar, 2011
More Details
- Summary:
- The global expansion of business has generated a tremendous interest among scholars, but there remains a strong need for theoretical insights into conducting marketing operations abroad. This thoroughly revised edition addresses this lack in the extant literature. The book consists of insights from leading scholars in international marketing, working not only to advance the theoretical underpinnings of today's most important international marketing issues, but also to provide insights for how the field of scholarship and practice of international marketing might develop in the future.
- Table of Contents:
- pt. 1. Global branding issues
- pt. 2. Insights into international marketing strategy
- pt. 3. Cultural issues in international marketing research
- pt. 4. Harnessing the BOP market.
- Contributors:
- Languages:
- English
- Language Notes:
- Item content: English
- Subjects:
- General Notes:
- Includes bibliographical references and index.
- Physical Description:
- 1 online resource (xv, 417 pages) : illustrations
- Digital Characteristics:
- text file
- Call Numbers:
- HF1416 .H36 2011eb
- ISBNs:
- 9781849806121 (e-book)
- Library of Congress Control Numbers:
- 2011929458
- OCLC Numbers:
- 774288753
- Other Control Numbers:
- [Unknown Type]: eep9781849806121