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.
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
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