Handbook of research in international marketing
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
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| Format: | eBook |
| Language: | English |
| Published: |
Northampton, Mass
Edward Elgar
2011
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| Edition: | 2nd ed |
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| Collection: | Edward Elgar eBook Archive - Collection details see MPG.ReNa |
| Summary: | 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 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 |
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| Physical Description: | xv, 417 p ill |
| ISBN: | 9781849803021 9781849806121 |