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Contents: Foreword / Jean-Claude Usunier -- 1 Introduction to the handbook on cross-cultural marketing / Glen H. Brodowsky -- Part I: Cross-cultural marketing themes and theories -- 2 cross-cultural marketing insights / Camille P. Schuster -- 3 glocalization: Companies' search for the right...
Persistent link: https://www.econbiz.de/10012294228
'The Research Handbook on Export Marketing provides a wealth of vital knowledge from scholars who are experts in their fields from around the world. The book emphasizes the most topical issues in international marketing today - small and medium enterprises, exporting performance, the services...
Persistent link: https://www.econbiz.de/10011851790
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...
Persistent link: https://www.econbiz.de/10011851899
This authoritative three-volume collection presents the most important articles and papers published in the field of international marketing during the last thirty years. It includes both classic articles as well as cutting-edge papers from the new breed of top researchers informed by...
Persistent link: https://www.econbiz.de/10011852217