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

Other Titles in:
Business & Management (General) | International Marketing | Marketing (General)

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.

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

"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."

D. Aron

Dominican University