Handbook of Research in International Marketing

Handbook of Research in International Marketing

AngličtinaMěkká vazba
Edward Elgar Publishing Ltd
EAN: 9781845426361
Na objednávku
Předpokládané dodání v pátek, 24. ledna 2025
1 809 Kč
Běžná cena: 2 010 Kč
Sleva 10 %
ks
Chcete tento titul ještě dnes?
knihkupectví Megabooks Praha Korunní
není dostupné
Librairie Francophone Praha Štěpánská
není dostupné
knihkupectví Megabooks Ostrava
není dostupné
knihkupectví Megabooks Olomouc
není dostupné
knihkupectví Megabooks Plzeň
není dostupné
knihkupectví Megabooks Brno
není dostupné
knihkupectví Megabooks Hradec Králové
není dostupné
knihkupectví Megabooks České Budějovice
není dostupné
knihkupectví Megabooks Liberec
není dostupné

Podrobné informace

Presenting the challenges and opportunities ahead, the contributors to this volume critically examine the current status and future direction of research in international marketing. The result of a sustained and lively dialogue among contributors from a variety of cultures, this volume gathers their perspectives and many insights on the revitalization of the field.

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 offers a review of the state of the art in international marketing and examines market orientation and withdrawal. Parts II through IV cover foreign market entry modes, strategy, and cross cultural issues. Parts V and VI discuss global electronic commerce as well as diffusion models, country equity, and global scorecards.

A timely and innovative volume, Handbook of Research in International Marketing is a must read for anyone interested in marketing research or international business.

EAN 9781845426361
ISBN 1845426363
Typ produktu Měkká vazba
Vydavatel Edward Elgar Publishing Ltd
Datum vydání 28. září 2005
Stránky 520
Jazyk English
Rozměry 234 x 156
Země United Kingdom
Sekce Postgraduate, Research & Scholarly
Editoři Jain, Subhash C.
Série Research Handbooks in Business and Management series